12/10/12
Google Pay Per Click Farce

For anyone who knows me personally they will be fully aware that I am not adverse to the odd rant about things now and again…. and again and again! I have never really ranted on this blog preferring to shout at inanimate objects,  but after having just had the most ridiculous conversation with someone at Google I felt the need to ‘sound off ‘ into cyberspace.

Coogle Kiss My AssI spoke to a customer recently who wanted to boost their trade a bit on the run up to Christmas so we agreed on a small Pay Per Click campaign. As they have not previously been involved in Google Adwords we agreed a course of action which was for us to set up the campaign and for the client to put £25 into the campaign and we would use one of our Google vouchers which would give them another £75 on top of this. We set up their account put the £25 on from their card and then put the voucher code in. When I looked at the billing screen it just  showed a balance of £25 and not the credit from the voucher but by past experience we know that these can take a few hours to show so I left it and checked again the next day.

When I checked the account again the campaign was up and running with money being spent but still no voucher redemption. I rang Google who informed me that they had changed the way the vouchers work and the extra £75 credit wouldn’t appear until the initial £25 had been exhausted. I was also informed that this could take anywhere up to 5 days after the initial credit had been spent to ‘kick in’!!

rant small Google Pay Per Click Farce This voucher redemption is an automated system so after a mini rant about the fact that the only reason I could see for it operating like this is that they are hoping that if you have a few days without ads appearing that you will put more credit on I realised that of course I’m talking to Google who are a law unto themselves and ultimately this little David didn’t have a cat in hells chance of hitting Goliath between the eyes so I bid them farewell.

I looked at the account again over the weekend and saw that there was 11p left from the original £25 and as the clicks cost a fair bit more than that in this particular industry there had been no activity for the last 2 days so I rang them again to explain that the £75 voucher hadn’t kicked in because there was still a balance of 11p on the account but this meant that the ad wasn’t even appearing!! The lady on the other end of the phone could see that indeed we were at a bit of an impass here but they can’t override the system (which I roughly translated to say wont) and that what I should do is put some more money into the account. I explained that this is not what I agreed with our client and therefore that wasn’t an option and also said that I was running this small campaign in the hope that they would see the benefit of PPC and therefore continue with it long term and put more money into the Google coffers!!

I was then told that my only option now is to add some more keywords to the campaign in order to try and get a click that will cost exactly 11p so that the balance will hit zero and the voucher will be redeemed and even after that it will take anywhere up to 5 days for it to appear and the camapign start running again by which time the client will be struggling to deliver before Christmas on any sales they make. I would value any ones thoughts on this. As you can see we don’t have comments open on this blog at the moment but if you would like to join me in a rant then please comment on this blog link on our facebook page

02/15/12
The Difference Between Inbound Marketing & Search Engine Marketing

Inbound Marketing is a phrase that is becoming increasingly popular but what exactly is it and how does it differ from phrases such as Search Engine Marketing (SEM), Search Engine Optimisation (SEO) and Pay Per Click (PPC).

The world of Digital Marketing is always changing with buzzwords coming and going all the time. Inbound Marketing in it’s more traditional sense is a marketing strategy based on being found by your prospects as opposed to outbound marketing which is a lot more intrusive – had any cold calls today?!? A definition can be found on Wikipedia.

Search Engine Marketing (SEM) is a method of internet marketing to drive traffic to websites by increasing their visibility in search engines. But even here there are differing opinions on the definition and many people see SEM as being purely concerned with paid advertising such as Google Adwords (PPC) and view it as a separate entity to SEO which is concerned with increasing the organic (free) search engine results. Others see SEM as an umbrella for many forms of marketing relating to search engine visibility including SEO and if we take this stance then SEM can be seen as a subset of Inbound Marketing.

The majority of companies still focus the most attention on outbound marketing but it is becoming less and less effective and you should be switching the balance over to inbound marketing and embrace blogging, social media, videos, webinars and a whole host of other inbound marketing tools.

If you would like to discuss how inbound working can be applied to your business then get in touch for your free inbound marketing consultation.

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.