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  • Guaranteed SEO
    guaranteed SEO service I ve been to an SEO pitch from another company with a client where the client was guaranteed he would rank for completely worthless keywords 3 The algorithm is always changing Google updates its algorithm or ranking criteria hundreds of times per year What worked last year may get you a ranking penalty this year Nobody outside of Google fully understands the algorithm and anybody who claims to do so frankly is a liar The Panda and Penguin updates have clearly shown us how big changes can come at unexpected times Offering guarantees for individual keywords in a completely white hat way is clearly not possible Nobody knows what is around the corner 4 It s about conversions not rankings anyway Clients always seem to be concerned about rankings Think about this for a minute Why do you want rankings You want rankings so that more people visit the website so that there s a greater chance to convert those visits into sales or leads The problem with getting more visits is that there is no guarantee that they will be the right kind of visitors What if I told you that it s possible to double the value of your website to your business without getting a single extra visitor Ultimately you want conversions not traffic You want visitors to carry out the action you need so that you can engage with them This could be getting them to call you fill out a contact form or to buy something A good SEO is very concerned with conversions because conversions are the very reason the website exists in the first place If you re selling twice as much product or getting twice as many leads and your traffic hasn t increased are you likely to be worried Of course you won t be worried you would be very happy Great SEO s can do more with less because they care about conversion rate optimisation SEO companies that guarantee rankings don t care about conversions they only care about rankings They re setting you up to fail and not get the best from your website before you begin I d be happy to guarantee that I ll get the phone to ring more often or I will get customers to buy more products That s much more valuable than rankings anyway and adds to your business bottom line How would I do it I can answer that in three words Testing testing and testing Between 95 and 99 of all website visitors don t convert Understanding why they don t convert and then testing layouts and designs to encourage more of these lost potential customers to convert is a powerful strategy Using pay per click marketing to retarget these lost visitors is another important method for getting these lost leads back to your website 5 The long tail often converts higher than the short tail I d rather rank for 20 high commercial intent phrases with 100

    Original URL path: http://www.seo-derby.co.uk/guaranteed-seo/ (2016-04-24)
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  • Personal Injury Marketing - PI Leads
    a lot when it comes to making a claim All companies offer no win no fee and there s very little that a potential client can see to differentiate the competing companies Therefore in most cases they go with solicitors from the top 3 PPC paid ad spots or the top 2 organic listings in Google If you re in position 3 or below you haven t got a chance and it will likely cost you a fortune to get to that position in the first place If you want to succeed with SEO it s vital that you get to number 1 or 2 That s going to cost big money for most keywords Lesson 4 Website Conversion rates are very low in Personal injury Yes you heard it here first You get a LOT of tyre kickers and people searching who don t really intend to claim You also get many complete waste of time leads I dread to think of the amount of idiots I ve spoken with who want to claim for an accident that was their fault You ve no doubt experienced the same There are keywords that convert really highly but these need to be discovered There are also many keywords that you d expect to convert into quality cases that just don t Your SEO company may tell you that they d expect average conversion rates of 5 10 for visitors to your website This would mean that if you got 1000 clicks per month you d expect to get 50 100 potential cases You and I know that this would represent a substantial amount of money Again I say don t believe it If you are getting a 1 2 conversion rate with PI claims you are doing OK Lesson 5 Google s estimates of potential traffic are wildly inaccurate I once built a PI website around a keyword that Google s tools say is searched for 1500 times per month The maths is simple Get to number 1 I d expect to get maybe 25 of those clicks so get nearly 400 visitors every month Even at a 1 conversion rate I d get 4 RTA claims a month I d expect to earn around 2 500 a month and if I could get the conversion rate to 2 it would be worth 5 000 a month to me That sounds like a nice bit of business if you have the SEO ability I got the website to 1 for its keyword How many clicks a month did I get I was lucky if I got 1 2 clicks not leads or cases per month rather than 400 The whole exercise was a waste of time because even though Google said the keyword had traffic the reality was it didn t The important lesson here is that you shouldn t believe Google s tools or an SEO who bases their info from Google s tools in personal injury What I should have done was start a PPC campaign in Google Adwords and bidded on that keyword to get accurate data about how often it was actually searched for Hopefully my loss is your gain as I m freely sharing the expensive lessons I learned Lesson 6 If you can t make money buying traffic using PPC you should forget about SEO SEO costs money and if you go after big PI keywords then it s going to be expensive You also will be spending lots of money without knowing if you re going to be successful You need to factor the risk of lack of success into the cost This risk is substantial You may well lose money at first using PPC but at least you know you will be getting potential leads to your website immediately rather than spending thousands of pounds every month in the hope that you might get some website traffic at a later date You can learn lots of lessons very cheaply about lots of keywords with PPC Once you ve learned all of those lessons then and only then should you consider SEO There s no point spending huge amounts of money on keywords that have little traffic or keywords that just don t convert to leads The lesson here is to learn from PPC and when you find areas of success to feed that data to a potential future SEO campaign Lesson 7 Your website is NOT good enough to make money with PPC or SEO I haven t seen your website dear reader but I stand by my statement Getting traffic to your website costs a lot of money in PI whether it s from SEO or PPC To make it pay you MUST be able to get as many visitors filling out your claim form or calling you as possible Your website needs to be designed to direct as many people as possible to your forms and phone numbers You need to be investing heavily in a process called conversion rate optimisation otherwise known as CRO With CRO you are constantly testing different versions of your website pages against each other to find better performing ones Once through testing you have a high converting website you will have half a chance at getting PI cases for an acceptable cost Think of it like this Say you pay 20 per click with Google Adwords and you convert 2 of visitors then each case costs you 1 000 If you can increase the conversion rate through testing to 4 then each case now only costs you 500 for the same 20 per click ad spend That s a big difference and the most success with Google PPC can be found by working outside your advertising campaign and actually on your website You might wonder how your competitors can afford to pay 20 100 per click in Google This is one of the main reasons why You re not making a like for like comparison

    Original URL path: http://www.seo-derby.co.uk/personal-injury-marketing/ (2016-04-24)
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  • Pay Per Click
    of the digital marketing mix In reality PPC has a number of huge benefits which make it an important choice First and foremost you can start getting traffic to your website and making sales immediately You don t need to wait months to rank your website naturally and you can launch a new website and be doing business on the same day Even more importantly with powerful tracking tools such as Google Analytics you can know to the penny exactly how much money you are making or losing from paying for traffic As paid search marketers our job is to make your paid campaigns profitable Once you re making money and getting an ROI you can expand your campaigns further Our process like everything we do is conversion focused We work hard to improve every aspect of your PPC campaigns continuously so that costs are lower and profits are higher All we care about is making you more money Perhaps surprisingly we care little about costs per click and many metrics that clients often worry about We care about conversions revenue and profit If a keyword converts at ridiculously high rates then we want to get all the clicks we

    Original URL path: http://www.seo-derby.co.uk/pay-per-click/ (2016-04-24)
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  • Adwords Management
    the higher you will appear on the page The higher you appear on the page the more people are likely to click your advert and so more people will visit your website Of course the more visitors you get the more it will likely cost However Google wants to show quality adverts from quality businesses for 2 reasons 1 So customers have a better experience by following links that satisfy the nature of their query 2 So that Google get more people clicking the ads and thus they make more money To improve the quality of the advertising results Google use a metric called Quality Score This works on a number of different levels but on the basic level every keyword you bid on will be given a Quality Score within your adwords account Your quality score is a measure of how relevant your advert is to the keyword a Google user searched Quality Score is probably the most important thing to manage within adwords This is because your actual bid price is multiplied by your score This is called your ad rank score and this actually calculates where your advert will be on the page This means that if you have a high quality score you can actually bid LESS than others with lower scores and still have your advert higher on the page than your competitor Therefore quality score management is perhaps the most important function within adwords management Google wants to have the best performing ads on its pages and it rewards ads that perform well with lower prices As you are paying for every click you receive you also will want to have better performing ads that bring in better quality leads at lower average prices This is where we come in and can help out

    Original URL path: http://www.seo-derby.co.uk/adwords-management/ (2016-04-24)
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  • Facebook Ads Management
    ads using a diverse range of ways to target ads to specific users Using all of this information can be quite complex but basically it s important to understand who your typical customer is and not waste money advertising to people who are less likely to want to be a customer Split testing of course is still fundamental as part of the management process Constantly tweaking adverts and advert groups delivers much better results lowers costs and increases profitability for the campaign Also facebook offers 2 different models to how you pay for your ads You can do CPC cost per click or CPM cost per 1000 impressions of your advert As you can target so deeply within Facebook it s often but not always better to use the CPM model If you are paying 50p per 1000 impressions and you can get on average 3 clicks per 1000 impressions then your CPC is around 17p It may well be that to run the same campaign on a pay per click basis would have cost around 50p per click Of course this strategy works best when you have a really clear idea of who your customers are as people are more likely to click adverts that are relevant to them Let s say you are a lettings agent in Derby and you are looking for more business You actually will be looking for landlords to bring their property on with you rather than potential tenants So how would you use Facebook to target landlords Presumably you will already have an idea of your typical landlord This would be the basis of your campaign So say 60 of landlords are male the typical age range is 35 to 55 and most are married There you go you already have the basis

    Original URL path: http://www.seo-derby.co.uk/facebook-ads-management/ (2016-04-24)
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  • Adwords Consultant & PPC Consultant - Harvey Pearce
    an Adwords Consultant with your pay per click PPC campaigns and of course the biggest driver of paid search traffic is Google Adwords I m individually qualified in Google Adwords and you can see my listing on Google com here I personally manage all of the PPC campaigns at SEO Derby and I want you to know that you are in very good hands I have many years of experience as a PPC manager in paid and organic search and currently work with a select number of fantastic clients on improving their campaigns I m results oriented and have a strong focus on conversions Your website exists to make money and the bottom line is that you need quality targeted traffic that generates sales You don t want tyre kickers Conversion rate optimisation CRO and conversion tracking are some of the most important tools in a professionally run campaign With web and telephone tracking enabled I m able to see exactly which keywords drive revenue and I can optimise so that every aspect of your account delivers results It s this results ethos that I believe sets us apart from our competitors We charge between 10 and 15 of what you spend on Adwords depending on the size of the account I love offering our service because we re able to deliver much more profitable campaigns than a non professional would be able to do Our service saves you money as we are always able to deliver much more than a 15 increase in efficiency Quite simply in the long run it costs you nothing to work with us If you d like me to work with you as your PPC consultant and make you more money from your website then please get in touch either by giving us a

    Original URL path: http://www.seo-derby.co.uk/adwords-consultant/ (2016-04-24)
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  • Blog | SEO Derby
    that your QS s will increase Why should you care Well for a start higher QS s will reduce your average cost per click CPC increase your average positions bringing you more traffic or a combination of both Not using negative keywords I see so many accounts that don t have any negative keywords Without them you are literally throwing money down the drain Many accounts I see just use keywords without any brackets or inverted commas which is known as broad match For these keywords you can show for many variations and unintended searches that are just not relevant to your business I recently audited an account and found over 300 keywords that the advertiser had been getting clicks on and paying for that he didn t need to be advertising on By adding these 300 negatives I saved him 100 s of pounds per month For other clients I m sure I ve saved them thousands with this simple technique Not only this but it also saves impressions that never had any clicks Although these aren t directly costing you money indirectly they can cost you even more By appearing for irrelevant searches your CTR will be lower which reduces your Quality Score and as already explained this costs you money by higher costs and lower traffic So what was the difference for the account that I recently added 300 negative keywords for His impressions decreased by one third his CTR increased by fifty percent and he maintained the same amount of clicks Wasted impressions and clicks were cut out and more of his budget could be spent on more effective keywords Over time his QS will increase and this will bring long term benefits The image above shows how to get a keyword report Just go to all of the keywords in an AdGroup and click details All as shown Take a good look at all the clicks you ve had and money you may well have wasted Make a list of all the irrelevant keywords and add them as negatives to the AdGroup All you have to do is scroll below the keywords and there is a link at the bottom to add them as shown here If you d like to know more about this topic I ve written about negative keywords in more detail previously Not using relevant ad extensions So this one is also a biggie and I almost never see people using ad extensions on accounts I audit They are very easy to set up and make a huge difference to account performance EVERY professionally run Adwords account will use them so if you are in even a semi competitive niche then you are losing money as your adverts just aren t as good as your competitors adverts There are lots of ad extensions that you could use but as a minimum almost every Adwords account should have Sitelinks extensions Call Extensions and Location Extensions Why would you not want extra links on your ad to other pages of your site your telephone number and your address Exactly it s a no brainer Of course you want them so hit the ad extensions tab as shown below and set them up The process is really easy and self explanatory Once you ve done this you ll now have better ads which should increase account performance Not using conversion tracking Conversion tracking is THE MOST IMPORTANT thing to have on e commerce adwords accounts I ve spoken about conversion tracking before here and also here If your website is a brochure style website and your conversion goal is to get somebody to phone you then conversion tracking isn t so important You could and perhaps should use telephone conversion tracking of course but here we re talking about conversion for e commerce websites Quite simply if you sell products online and you don t track conversions sales in Adwords then you will never be able to compete With conversion tracking you can directly track the value of sales compared to costs on an individual keyword basis You will know exactly how much you can afford to bid on every keyword to continue making a profit Conversion tracking is the very heart of adwords management All professionally run accounts use conversion tracking and if you re not using it you re not going to have an effective campaign So there we are that s my 5 simple tips to improve your Adwords account Making these changes will improve your account and make you more money They are of course literally the tip of the iceberg compared to what can be done Hopefully these tips will help but I d strongly suggest that you get in touch and get a free no obligation Adwords audit I can guarantee that almost every account would benefit from being professionally managed Fees start from just 150 per month and if you re spending 500 a month or more on Adwords then I promise that we can save you far more than our service costs If you d like to know more then just fill out the form below or at the top right or give us a call You won t regret it Jun 10 1 How to get accurate keyword search volume data for SEO Posted by harveypearce adwords management No Comments Understanding keywords is fundamental to SEO There s little point ranking at number 1 for a keyword that hardly anybody searches for We can t know how often a keyword is searched for and so in most cases we use the soon to be retired Keyword Volume Tool for Adwords If you re reading this and you re an SEO skip to lower on the page where I talk about the correct settings in Adwords to get accurate keyword volume as you have to be careful to get the settings right For non SEO s I ll talk about why you need to use Adwords to get accurate data The keywords you think your customers use are not always the ones they do use I ll tell you a quick story I built a website about 3 years ago targeting a specific keyword According to Google s keyword tool the keyword had 1200 searches a month in its plural form and 900 a month in its singular form That s not a huge amount of searches but with an average CPC of around 30 for these 2 keywords it should have been insanely profitable Assuming I could get to number 1 get a 20 CTR and get a value from my traffic of at least the Adwords cost I should have made the following amount of money 2100 searches 20 CTR 30 value of clicks 12 600 per month That s nice money if you have the skills to rank a site in a clearly competitive niche and you can monetise it effectively So what actually happened I got the site to number 1 in Google for the singular and plural forms of its keyword So I should have been quids in right WRONG I had made the fundamental mistake of relying on what Google told me the search volume was These keywords had almost no searches at all I should have made a lovely 12 000 per month and in reality all I got was 1 2 clicks per month This is unfortunately in my case an extreme example but my mistake was not creating a campaign in Adwords and actually testing to see if it was worth me building a site around those keywords This not only applies to micro sites but to SEO campaigns in general I think as SEO s we re all too quick to rely on Google s tools when we know that they re not always as accurate as we d like to believe they are We should ALWAYS test keyword volume for clients if we re planning on the type of campaign that goes after specific keywords Another example One of my oldest and best friends is a very talented voice over artist based in London yes I did mean to give him a nice anchor text citation he s really good at what he does and deserves to rank well We wondered if more people search for voice over artist or voice over artists Google says that about double the amount of people search for the singular and that about half search for the plural This is what Google s tool says My friend and I thought that Google s tool was wrong and that the plural would have the most searches So this time we ran a campaign in Adwords The results showed that Google was actually right The singular voice over artist keyword had double the searches of the plural Well done Google After 1 month Voice Over Artist 576 searches impressions Google estimated 390 Voice Over Artists 241 searches impressions Google estimated 210 So we can see that in this case Google was pretty accurate with the ratios although for this month at least there were more searches than expected Hopefully you can see the value of testing this before paying for a campaign going after specific keywords This is even more the case if you decide to go about building a micro site around a specific keyword set So how do I test accurately in Adwords It s pretty simple to test in Adwords but there are lots of pitfalls to avoid that will give you inaccurate data if you miss them I ll show you here how to conclusively test real search volume using Adwords This may well be useful for SEO s who are excellent at what they do but they don t get to play around with Adwords very much The process Step 1 Firstly hit the new campaign button being sure to select Search Network Only We don t want that pesky display network messing up our data Step 2 Make sure you select All features Without All Features we won t be able to set Adwords up with the correct settings to get the data we need Step 3 Be sure to un select Search Partners We only want to know how often a keyword is searched in Google not in every site that Google has a relationship with Step 4 Select your desired location in Location Options We only want to know how often our keyword is searched in our country in most but not all cases If you want to know how often a keyword is searched in multiple countries I d suggest setting up a duplicate campaign for each country although there are other ways to do it Step 5 Hit the link for Location options Advanced and select People in my targeted location The more astute amongst you will realise that as we will only be using exact match keywords this particular setting change doesn t really matter but it s always best to give the correct settings when possible Step 6 Hit the link for Delivery options advanced and select Accelerated Show ads more quickly until budget is reached This is one of the most important settings as we don t want Google deciding when our ad shows We want it showing 100 of the time so we can accurately know how often a keyword is searched Notice that Google gives a warning saying You may miss traffic later in the day if you choose accelerated delivery Standard delivery is recommended for most advertisers This can safely be ignored and in fact is often bad advice but that s a whole other blog post I call that setting the idiot tax If you are so limited by budget that you need to NOT show sometimes then you are bidding too much for your keywords and need to reduce your bids For this example we need to show all the time so go with my recommended settings We re now going to move on to Advanced Settings Step 7 In schedule make sure that your ads are running all the time and it says Show ads all days and hours If Ads are only running at certain times of the day the test won t be accurate Step 8 In Keyword matching options select Do not include close variants This option is VITAL so don t miss it We DON T want to show for related keywords only our chosen exact match keywords This option will negate us using exact match keywords and will ruin our test if we get it wrong So select do not include and click save and continue Step 9 Now you ll have to create an ad You have 2 options here You could write a bad unrelated advert as you might not care about getting clicks as we just want the impression data I d suggest that doing that is a bad idea Write a great ad you ll get clicks and hopefully some sales You can learn more than just about keywords from running Adwords Step 10 Input your keywords below the ad as I ve shown You MUST make sure that you use exact match keywords This is done using square not curly brackets around the keyword that you want to test done like this We don t want to show for any variations on the keywords we re testing We re almost done now we just need to make sure that we re bidding enough that we re always going to show for our chosen keywords So create the adgroup and click on the keywords tab Step 11 In the keywords tab select columns customize columns as show below Step 12 Click attributes and then add Est top page bid Knowing what we need to bid for each keyword to make sure we always show is important It s no good bidding enough to show most of the time So if we bid based on the estimate for a top page bid we should be in good shape Step 13 Now we can see the estimated top bid for each keyword as shown below Adjust your keyword level bids to be the same as the estimated one Again the more astute would realise that we could automate this using automated rules but this article is focused on keeping it as simple as possible Step 14 bonus step You re already done and steps 1 13 will give you the info you need All you need to do is leave it a few weeks and you ll see exactly how often your keywords are searched It s important to also know how they are searched It s great info to know how many searches are from a computer or a tablet or a mobile Here s how you do it In the campaigns tab you can however do this right down to the keyword level in the keywords tab select Segment and then Device Now you ll get the following data I ve blacked out the name of the clients campaign You can now see not only how many searches your campaigns or keywords get but what devices are used For example are your keywords top heavy with mobile searches Then maybe you need to look carefully at how your website converts on a mobile and how you can improve the mobile experience So there you go that s the complete guide to accurately finding out how many searches individual keywords have If you need any help with this or are looking for an Adwords consultant then why not get in touch See you next time Nov 04 0 Google Adwords Help and Tips Part 6 Posted by harveypearce adwords management No Comments Today I m going to go back a bit in this guide We covered conversion tracking with Adwords in the last post and soon I m going to cover the importance of telephone conversion tracking specifically However I want to talk a little bit about match types and specifically the use of broad match in Adwords I already covered match types in adwords previously but now you ve hopefully got conversion tracking set up I m going to explain in more detail how to use broad match and how it helps with conversions Adwords Tip Number 6 Broad Match with Conversion Tracking Can Equal a Big Win I ll give you a quick recap Broad match targeting is where the words don t have inverted commas phrase match or brackets exact match I advise making sure that you use exact match in many cases as well as phrase match as broad is well Very broad Broad match is very untargeted If you have the keyword service Derby and you re a car garage selling yearly car services then you have a problem With broad any of your keywords could be searched for in any order with any keywords inbetween So you could appear for Service derby Derby service Car service in derby Limo service derby Carpet cleaning service in Derby and Nottingham Hopefully you get my point that there you have to be very careful Most accounts that I audit or take over only use broad match which is a terrible mistake As you can see it s very powerful as one keyword can actually be 100 s of keywords There are however some excellent uses and used correctly you can get some great wins A quick word about modified matches You can take it even further and have modified broad match where you will show for keywords related to your keyword I ll give an example from one account I manage although I can t remember exactly the specifics The client is a car trye sales business in Derby I think the keyword was tyres derby although I can t remember for sure When mining search term reports for new keywords and negative keywords I noticed that I was showing up when people were searching for a local gallery in the area That s clearly unrelated to tyres and there were no gallery keywords in the account so I was a little confused The gallery was whitewall galleries in Derby Then of course it all made sense We don t really see whitewall tyres here in the UK I guess it s a USA thing so the penny didn t drop at first Google s algorithm obviously thought that the keyword whitewall was synonymous with tyres and so showed me for a completely unrelated search This one wasn t even close It was easily solved though I just added whitewall to my negative keywords list and never appeared for that keyword again Hopefully this example shows the power of modified and normal broad match The truth is you don t know exactly what you re going to appear for That s the reason why I don t recommend using it if you don t know what you re doing However its greatest problem is also its greatest strength and that s the main point of what I wanted to discuss in this article How and why to use broad match keywords OK so I ve covered why broad match can be a bad thing It s used incorrectly by most self managed Adwords accounts I see as there are no inverted commas or brackets and people think that s how to set up a campaign In reality there are 2 main uses of broad match keywords although they are very inter related Account expansion to appear for more keywords Keyword discovery to find and use more successful keywords Account expansion is pretty obvious If you appear for more keywords then you ll get more clicks and impressions Of course many may be unrelated and of no use which is why exact and phrase match are usually more profitable The biggest mistake you can make with adwords management is to not mine the search data from your broad match keywords This is where you learn things that can take your account to a higher and more profitable level There are a couple of ways to get at the data but the simplest is to look at your keyword and select the ones you re interested in and click keyword details as shown in this image There are 2 main things you want to be doing here to make the most if this simple strategy Find Negative keywords You need to cut out all of the wasted impressions and clicks Look through the report and any keywords you find that are unrelated and unnecessary can simply be removed by adding them as negative keywords You won t show for them again which means you won t get wasted clicks and you won t get impressions for unrelated keywords Unrelated keywords are likely to have very low CTR s so this should help with Quality Score too Find great keywords for account expansion This is the most important use I want to talk about In your keyword details report you ll quickly see every single keyword that you ve appeared for and got clicks from After you ve weeded out the negatives you need to focus on the positives Hopefully there will be a lot of positives to use You will have appeared for lots of different keywords good and bad The best use of broad match is to discover the good ones It s impossible to know everything that someone might search for to find your product or service This should give you all that data You ll find great keywords that you may never have thought of that you got clicks on You ll also have all the Adwords data on them You ll have a good idea of how many impressions you might get what kind of CTR you might get at a minimum and hopefully if you ve been taking my advice you ll know which of these keywords have actually converted into sales through conversion tracking The thing to do is to take all of these new great keywords you ve found and create new AdGroups for them More advanced tip You could also add them as negative keywords in their existing campaigns to ensure that they will only show up in their new AdGroups So now you ve discovered new keywords that you already know perform really well for you They got you high CTR s and or conversion rates and now they have their own AdGroups They should perform even better as your new Ads will be much more appropriate than the previous generic ones for broad match ad groups giving you even higher CTR s and even higher conversion rates Why the conversion rate side of it is so important Conversi ons equal sales right Using broad match you re not only able to find new keywords you re able to find new converting keywords that make you money If it had enough impression volume and led to sales then it needs to be in your account in its exact match format You will get even more conversions if you do this and that means you make more money Having that conversion data on new keywords is invaluable As I ve said I often take over new accounts that didn t previously have conversion tracking and were self managed by the business owner When I find new keywords that convert at very high rates I ll bid these keywords up very high often way above the historical average CPC for the account The business owners often freak out when they see that I m bidding 2 3 times higher than had been done before They re focusing on costs and think that I should be reducing the CPC s on the account not increasing them Of course this is done because the keyword has been shown to be insanely profitable and I want to get as many clicks as I can to get more conversions up to a point Without conversion tracking you re essentially blind and have no idea which keywords are good and which are bad You may be making money overall on your account but think how much more you could make if you spent more on the good keywords and less on the bad ones Broad match is best when it s used to find new keywords that can go on your super high converting and profitable list To summarise Don t even consider broad unless you plan to use the data you get from it Use broad match to expand your account and find new keywords which can later be used in the exact match format Make sure that you re working very hard on pruning out the negative keywords as quickly as you can otherwise it will get expensive and lead to poor account performance Take those lovely new keywords you ve found that have great click and conversion performance metrics and add them to your account in new AdGroups Make more money OK that s it for now If you don t know my name is Harvey I am the owner of SEO Derby and as an Adwords consultant I personally manage all of the accounts for clients within the company Your account won t get sent to a new trainee If you engage our services you get me optimising your account If you d like to know more then please get in touch Oct 27 0 Google Adwords Help and Tips Part 5 Posted by harveypearce adwords management No Comments Today I m going to talk about one of the most critical parts of an Adwords management campaign conversion tracking Of all the accounts I audit this is the most common problem I see Many accounts don t have conversion tracking set up and this fails to use one of the most valuable tools in Adwords Adwords Tip Number 5 Set up Conversion Tracking So firstly let s talk about conversions There are 2 main types of conversions macro and micro conversions Micro conversions are small actions that visitors may complete on your website that add to or assist sales An example micro conversion might be subscribing to a newsletter or navigating to an important page in the sales funnel Macro conversions are generally the things that add to the bottom line and drive revenue For e commerce this is usually a sale or in the example of lead generation websites it would be submitting a contact form For this article I m going to focus on macro conversions If you re reading this you probably don t have conversion tracking set up and this really is one of the most important first steps I take as an Adwords Consultant Why is Conversion Tracking so important Within Adwords it s likely that you have many AdGroups and many keywords Each keyword costs you money every time somebody clicks on one of your adverts in Google search I have some accounts with tens of thousands of keywords Your account may or not be so complex but I m sure you can see where I m going here With conversion tracking you can actually know down to the keyword level which keywords are driving sales conversions At its very simplest level once you know which keywords make you money and which ones don t you can cut the ones that are wasted money Not only this but you can spend more and bid to higher positions for the keywords that are great converters So in effect you get a double benefit You save money by cutting the waste and make even more money by spending that saved money on the best performing keywords It sounds complicated to set up how do I do it I d guess that a lot of people don t set up conversion tracking because they think it s really difficult to do with lots of coding on the website The reality is that in most cases it s pretty simple There are a few exceptions to that but in 95 of cases it s really not too difficult I ll give you a quick guide on how to do it Firstly click on conversions in the tools and analysis tab Then click on new conversion to get started On this screen there s not much to do really All you need to do is to give the Conversion a name Name it something descriptive rather than Conversion 1 etc Let s say that your website sells a service with a 30 day free trial A great conversion to get data for would be a trial signup So you could name this Conversion Free trial signup The location in most cases will be a webpage so just leave that bit checked Then you need to click save and continue Now you get to the screen shown below It looks a little bit complicated but it s actually really simple Firstly choose the conversion category It s not that important which category you choose as it s just used to help you organise accounts with multiple conversions The options available to choose are shown here You just need to pick which one is the most suitable It might be a sale or a lead for example The page security level can be chose between http and https The tracking code will go on the page which a site visitor ends up at after they ve completed the conversion If you re an e commerce site selling products online and the conversion is a sale then it s likely that the conversion page will be https Otherwise it will be http which is the case for most conversions Check with your web developer if you re not sure or check yourself by navigating to your confirmation page and looking in the address bar of the browser Conversion value can be left blank in many cases It will then record in Adwords that a conversion has happened but it won t assign a monetary value If you want to assign a value then you can do just remember to just put in a number rather than using or signs as they re not needed If you re a lead generation company and each lead is worth 50 to you then input 50 into the conversion value section Tracking indicator is there if you want to have an icon saying that you are tracking conversions on the site I don t normally use it but you ought to make a mention in your privacy policy that you track conversions with Adwords Click Don t add a notification Finally there are advanced options Leave those as they are The advanced options are about view through conversions That s a reasonably advanced topic and most advertisers aren t going to need to use those unless they have quite complex campaigns Click save and continue You then get taken to a page where you get the tracking code Click that you make changes too your website and copy the code to notepad on your PC Then click done and that s it you re done Well almost Pasting The Conversion Tracking Code The final step is to paste the code you saved onto your website I know a lot of people get scared at the thought of pasting code but it really is literally as easy as copying and pasting into a word processing document like Word If you want your web designer or your SEO Company to do it then just email it to them and they will take care of it If you want to do it yourself all you need to do is this Access the web page for the conversion either through cpanel or through FTP via a client like FileZilla If you don t know how to do this then maybe it s best to get your web team to do it Once you ve got the code open press control F Find and search for body This indicates the end of the body Paste in the code just before this body tag That s it you re done If you don t know what to do with conversion data Congratulations you now have Adwords conversion tracking setup It does take up to 24 hours for conversions to show up so wait until the next day and you should start seeing conversion in your account and you can now start optimising for conversions and having a much more successful campaign You will need to wait to get some conversions before you change bidding model Of course the fun only now begins If you can t optimise for conversions and do nothing with the data then all you have is data If you are insistent on managing your campaign yourself but you don t know how to improve with conversion data then you should make one change to your campaign settings Please note I m only recommending this if you really don t know how to make use of the data Click on settings for each campaign and find delivery method advanced and click on edit Once you ve done that you will see the following options Click optimise for conversion and then click save You re done You now have conversion tracking setup and you re letting Google optimise your account for conversions Letting Google optimise for you is a hands off approach and isn t really the best way to do it In previous editions of this guide I talked about split testing adverts and making sure that you rotate ads evenly That s still best practice but if you want a hands off approach then this is the simplest way In my post on split testing ads by rotating evenly I showed how you can improve your account by testing which ads perform best for more clicks If you want to get more advanced then you now can find which ads drive the most conversions If you want to know more check out Google s guide to tracking So there you go again now you know why you should setup conversion tracking in Adwords and how to do it It s not as hard as it looks and I hope you can do it If you have any issues then just send me an email and I ll happily try to help If it all seems like too much hassle then why not get in touch so I can help you with Adwords Management Services I feel confident that no matter if your monthly budget is 500 or 50 000 I can save you much more than my fee When you think about it it s a no brainer to have an expert manage your accounts Next time in part 6 of my ongoing Google Adwords Help Guide I ll be delving even deeper into conversion tracking I ll be looking at how to optimise for conversions and how to use the data gained from setting all this up That s of course the most important thing Thanks for listening Aug 27 0 Google Adwords Help and Tips Part 4 Posted by harveypearce adwords management No Comments So here we go with part 4 of my Adwords guide This time I m going to talk about basic account and ad group structure We ve already talked about ad rotation split testing ads and keyword types such as broad phrase exact and negative match types So we know how to test ads by rotating them properly and split testing them as well as the different types of keywords we can put into Adwords ad groups The next piece of the puzzle is to organise your keywords into ad groups and campaigns in the most effective way As

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