Ever wondered how you can get to the top of Google’s searches?
Webreality are a Google Adwords qualified company based in Jersey (Channel Islands) that specialise in online marketing. We have over 5 years hands-on experience in this sector and believe we can make a positive difference to any business already using or considering using Google Adwords as part of their online marketing startegy.
Pay-per-click Marketing
Pay-per-click advertising can be one of the most efficient ways to promote your online business. Compared with other marketing methods there are minimal upfront setup costs, you just pay for the traffic you receive.
Google has the largest market share in the UK and is the search engine which tends to deliver the best results for our clients due to its unrivalled presence on the web. Google Adwords allow you to assign a list of keywords to a tailored advert for your product. This advert is then displayed in Google in the sponsored listings when someone types in one of your key words.
Google then charge you every time someone clicks on your advert, the advantage being that you know you’re only paying for traffic that hits your site. To determine where in the listings and how often your advert appears you have to bid with your competitors and set a daily budget. Generally the more you bid for each of your keywords the higher up your advert will appear within Google. Your daily budget will limit how many clicks you receive and make sure you do not over spend.
What do we do that’s hopefully going to give you the advantage over your competition?
A successful Adwords campaign requires constant monitoring and tweaking, we look for trends within each advert and iron out any weaknesses and highlight the campaigns strengths. After analyzing the strengths we utilise these and if necessary create additional adverts concentrating on those strengths.
The higher your CTR (click through rate), the lower your bid price can be for the keywords within that advert. To achieve a higher CTR the adverts have to appeal to the consumer and be relevant to what is typed into Google.
We will set up conversion tracking which will allow us to see how many people who click through on each advert actually purchase/sign up etc. Conversion rates are significantly increased if the customer is landed directly on the page which sells or describes the product they are looking for.
Natural Listings Optimisation
Your website’s position in search engine results can make a massive difference in traffic to your site. Users tend to be quite lazy when searching and the higher you appear in the list, the more traffic you can expect.
Research has shown that relevant links to your website on third party sites can drastically improve search engine listings. We are not talking about link farms here, what we do is spend time finding relevant sites and arranging for quality inbound links to your site to be incorporated onto them.
Google Products
Adwords is a great tool that has been established for some time, however for some products we have found the free ‘Google Products’ tool to be just as effective. This is geared towards large E-Commerce sites with many products, and uses a feeds-based system to manage this large information base.
We can setup the feed to plug directly in to your stock management system and update prices at the click of a button. As well as a guaranteed listing within the shopping results, the top three products for that term are automatically inserted into the natural listings along with an image. We then apply conventional SEO techniques to improve the ranking of your site with an aim to get into these top three results gaining you a very prominent position.
Google products feeds can also be easily converted into feeds for other price comparison sites, such as Ciao, Shopzilla and Kelkoo if this is required.
Google Analytics
Google Analytics is a widely used tool that can provide a wealth of knowledge by tracking each visitor’s progress through your website, including how they arrived. This can provide a useful insight into the effectiveness of the marketing campaigns you are running. This is setup as standard for all our web clients, however in addition to this we can offer E-Commerce and Site search bolt-ons.
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The E-Commerce bolt-on enables you to view transaction data directly through the analytics interface including the ability to track a visitor’s progress right the way through to purchase. Essentially, it removes the anonymous side of analytics.
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If your site has an internal search function, the Site Search bolt-on logs every search that is made on your site. The information that can be gained from this cannot be underestimated as multiple visitors could be searching for a product that you do not stock.
Google Webmaster Tools
We are able to set you up with a Webmaster Tools account and from this analyse the number of external links through to your site. As mentioned above, relevant inbound links are key to your site’s ranking in Google and Webmaster Tools is a good way of keeping track of these. We can provide weekly or monthly reporting if required.
A common problem that Webmaster Tools can flag up are missing or incorrectly configured XML Sitemaps and robots.txt files. This is technical information, that controls the way in which search engines spider your website, and if managed correctly can ensure that every product on your site is viewable by the search engine.
If your site is particularly location sensitive, a geo-sitemap can also be generated to improve your position in the local business listings. These listings appear both within Google Maps searches, and on a small map above the natural listings in Google.