09/13/10
How We Do It – Pay Per Click (PPC) Campaign Management

An Overview of our Pay Per Click Management Process

Quick 5-Step Guide

  • Discuss your goals and objectives with us
  • We research potential search terms and analyse the most suitable search engines
  • You provide us with feedback on the suitability of these search terms
  • We create the campaigns and produce the ad copy
  • Constant monitoring, adjustments and reporting

Preparation

Initial Meeting: We will arrange a meeting with you to discuss your goals and objectives. We will also discuss the target search terms that you would like to appear for.

Keyword Research: LandingNet will do extensive research into the search terms discussed in the initial meeting, then expand them using bespoke in-house technology, and send this list to you for approval.

Opening and Linking Accounts

All New Accounts: We can assist you, or open accounts on your behalf with the major search engine platforms, Google, Yahoo and MSN. We may need some details from you to do this, which can be discussed at any point.

analyse-report

Analysing Reports

Existing AdWords Account: If you have an existing Google AdWords account we can link your account to our Client Centre. We will ask you to provide us with your customer ID, which is located in the top right corner of the page once you have logged in. We will then send you a request through the AdWords system so the next time you log in it will ask you if you would like LandingNet Ltd to manage your accounts. At this point you select “Yes” and we have access to your account and can continue with our progress.

Existing MSN and Yahoo Accounts: These search platforms do not support agency management at present, so if you already have a campaign with either of these, you will need to provide us with your existing login details.

Implementation

Create Campaigns: We split the search terms into related ad groups so we can write the ad copy specifically for these terms. Once these have been set up we set the bids for each term accordingly.

Monitor and Adjust: We continually monitor and make adjustments to your campaign to maximise the return on investment. This includes re-writing ad copy, adjusting bids; day parting, geo-targeting and making suggested landing page changes.

Reports

Reporting: Every month we will send you a detailed report on how well your campaigns are performing, how we plan to improve it and make other suggestions based on your campaign history.

If You Already Have An Existing AdWords Account

Once we swap over to the LandingNet campaign you may see some changes with your traffic and enquiries. Initially Google will see our campaign as a new campaign and it takes a few days to build up some historical data with them. We may see ads showing periodically, in slightly lower positions for a short period of time, but this will change once the data has been built up over a few days.

Jargon Buster

Targeted Search Terms – These are the words people type into the search engine to try and find what they are looking for.

Impressions – Each impression represents a single showing of one of your ads.

Day-Parting – This is when we are able to select certain times of the day to display your ads. If you only want them displayed 9am-5pm, no problem, just let us know.

Geo-Targeting – We are able to target specific countries and make sure your ad is not displayed in the wrong country for your service.

Landing Page – This is the page where we send the visitor after they click on your ad.

07/28/10
Make Your “Thank You” Pages Work Harder For Your Website

It’s easy to the think of your “Thank You” pages as being the final resting place of website visitors after a well-executed online marketing strategy, but sadly this isn’t the case.

Actually, I shouldn’t use the word “sadly” as it opens up a whole host of new options for those keen to engage their online customers. Rather than saying thanks and holding the door open for them as they leave your virtual shopping area, we should be focusing on:

  • Strengthening the relationship

    shopkeeper-offering-toilet-roll

    Don't Let Customers Just Walk Away

  • Encouraging them to buy more
  • Suggesting they sign up for future offers
  • Giving them special treatment
  • Pointing them to complimentary services

Think of it as the start of a beautiful friendship! No doubt, you’ve worked darn hard to get them to that stage, so don’t go doing anything that might allow them to stray to a competitor website now.

Tweet Me | Like Me | Recommend Me

Start with a simple Quick-Win of integrating your Social Media accounts – suggest users sign up to your Facebook profile, Twitter profile or connect with your business via LinkedIn for mutually beneficial online business networking opportunities.

Dont ask for loads more personal information so that you can bloat your customer database with little demographics that will never get used but if you can get them to click a button to support your Social Media marketing campaign, then go for it!

No Such Thing As A Free Lunch

But you can give away free PDF guides or Wedinars as a final “Thank You”.

Avoid generic Thank You pages, tailor different customer journeys and purchases to make the customer feel like they have been genuinely assisted through the process.

Remember to try it, test it, improve it and never rest on your laurels (they chafe on the butt-ocks!)

08/05/09
Still Using Microsoft Outlook for Email Marketing? STOP!

Using Outlook to send bulk e-newsletters to your customers? Whoa! Stop Right There!

Ask yourself these vital questions:

  • What % of my customers receive my emails?
  • What % of my customers actually open my emails?

Now if I was to tell you that out of the 1,000 emails you send each month…

  • 110 never receive it;
  • 620 never bothered opening it;
  • and that only 54 click on anything within the email.

…would you still bother sending it? Probably not.

So? What am I doing wrong?

Well, there’s a chance your mailing list is out of date, that many of the email addresses are no longer used or are misspelt, or have been entered as .com’s instead of .co.uk’s. Then there’s the free email providers such as AOL, Hotmail, Yahoo and GMail all of whom have strict rules and monitoring in place to stop us from getting “spammed” or “phished” so they do two main things:

1.) Block emails from sources they believe to be spammers, based on a bizare and often unpredictable set of rules.

2.) Throw any low risk spam into your  “Junk Folder” so it doesnt upset the bona fide emails in your lovely inbox.

This of course means your beautifully-crafted email doesn’t get through to a vast percentage of your customers.

Even if your email is one of the lucky, triumphant ones and makes it to the inbox like one of those virtual tadpoles you see on sex education videos at school, it then has to convince the recipient to click “open”…

A whole new host of issues then arises:

  • Is the subject heading inviting/encouraging/inspiring/intriguing?
  • Does it come from a reliable source?
  • Is it swamped in a sea of more interesting emails?

Finally, the most important part – once opened, how do you keep the reader engaged and how on earth do you get them to click on that link directing them to your website so they can Buy, Buy, Buy! I’m not going to tell you that, but…

MailChimp Storms the Microsoft Castle!

MailChimp Storms the Microsoft Castle!

MailChimp has all the other answers!

We’ve used MailChimp for a couple of years now and honestly struggle to find much fault with it! (Hmmm – Well I guess it could be FREE??)

It stores and manages your entire mailing list, helps you create a sign-up page for your website, gives you email templates, provides detailed reports and most importantly …

Integrates All This “Social Media” Malarky

Ok, so everyones told you how important it is to be a Twit, to have 4,000 “friends” on Facebook, that your meant to “Digg” everything thats “Delicious” on YourSpace or MyTube? Well, MailChimp provides you with a slick way to adhere to all this advice, simply click the buttons once your spanking new email newsletter gets sent and you’ll be taken to all the relevant social media sites so you can make the most of your latest work of litery genius.

Practicing What You Preach

We recently launched our LandingNet Chinwag – our laid-back approach to e-shots, e-newsletters, email marketing…whatever you want to call it!

The results were great, more than doubling the industry averages for the percentage of emails opened and clicked on, whilst receiving a tiny fraction of the average “bounce” rate.

“Hard Bounces” are those where the email address does not exist and is instantly returned by the email provider.

“Soft Bounces” are where the recipients inbox might be full or the email provider has tried to deliver the email but after several attempts it fails.

Our LandingNet Chinwag only  received two “bounces” one hard, one soft and the hard bounce was actually our fault – we entered the email address in wrong! Whoops – hey, no-ones perfect right?? ;O)