33
PRO INSTALLER APRIL 2016
TOP TIPS UNLEASHED
@proinstaller1
HOW TO GET AHEAD
IN ADVERTISING
You know online advertising boosts your business - but are you
puzzled by platforms like Google AdWords? Here, the company
Click Guardian – a Google certified partner – offers to audit
your Google AdWords account completely free of charge, and
AdWords Manager Roy Dovaston also offers these tips.
Visit the stands
below for the
opportunity to
win some
great prizes!
1. HAVE A CLEAR GOAL
Adding a few keywords and a
couple of ads isn’t enough. You
need to think what you want your
visitors to do. This could be as
simple as completing a form or
calling a number.
2. DECIDE ON LANDING PAGES
It might be that landing your
visitor on your home page is too
generic. You may be a tradesperson offering your services to a
specific region. As such, landing
your visitor on a page designed
specifically with the area you are
targeting with a geographical
number matching the local region
will give all the confidence needed
to convert the visitor to a caller.
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from Camden Group
STAND AT5
3. DEVICES
Mobile bid adjustment is a key
area where you can influence the
performance of your account and
offers a way to obtain a more
prominent position, should you
think your visitors are mainly
using a mobile phone. You have
three options. You can either increase your bid if you think more
of your customers will be calling
or clicking through via a mobile
phone, you can leave it at 0% for
no adjustment or you can decrease
if you feel that visitors from mobile phones would be a waste of
your budget.
4. KEYWORDS
Choosing your keywords wisely
will help you keep wastage to a
minimum. Testing variations is
critical if you’re going to streamline your campaigns. Using
keywords that are closely matched
to your service is the best way to
produce enquiries. Using broad,
generic keywords which only
loosely relate to your business
can cause performance issues and
reduce the quality score of your
keywords.
5. QUALITY SCORE
This component can often be
overlooked and be a major cause
of poor account performance
which directly relates to a lack
of enquiries and higher than
expected cost per click. Quality
Score is measured out of 10 and
relates closely to the keyword
relevance, the click-through-rate
(CTR), the quality of the landing
page and relevance of your ad
text and is also connected to the
previous performance of your
whole AdWords account. Improving Quality Score should be part
of your overall strategy.
6. CONVERSION TRACKING
With some industries it’s vitally
important to track the phone.
Traditionally this has always been
a barrier with Google AdWords
but there is now an advanced
way of tracking phone numbers
based on how long someone
has spent on the phone. Whilst
setting up a Google Forwarding
Number can seem daunting the
information that it can provide is
the difference between failure and
success. Tracking forms such as
the contact form is also important
to send back information about
which keywords are working
and which need more work or
removing.
7. NEGATIVE KEYWORDS
When using broad or phrase
match keywords it’s entirely possible that a keyword can easily trigger your ads with a search term
completely unrelated to what
your goal is. An example is an
emergency glazier who advertises
using the phrase match search
term ‘emergency glazier London’.
If the person who searches types
in ‘emergency glazier London
jobs’, clearly this is someone looking for a job rather than someone
looking for an emergency glazier
to come and fix their windows!
With basic use of negative keyword lists you can effectively
eradicate wastage and improve
your campaign performance. This
is an ongoing task and should be
completed weekly.
8. CLICK FRAUD
Click fraud is when a competitor, person or bot clicks on
your ads in attempt to deplete
your daily budget and make
you overspend. When an account is under threat of click
fraud it effectively means that
the advertiser will spend at an
increased rate yet enquiries will
dip. It