PPC or SEO?

SEO or PPC – Understanding What’s Right for Your Business

Demystifying the World of Search

With an overwhelming number of information sources available at our fingertips in this modern age it’s easy to understand why business owners are bewildered by marketing strategies, online platforms, algorithm updates and more! This is especially true when various schools of thought so often contradict each other.

Any business owner wants to feel like they’ve made the right decision when it comes to implementing a marketing strategy for their business. In order to be able to do this it is important to fully understand the options available, two of the most popular and widely discussed methods are SEO and PPC, the latter also known as “paid search”. Both have pros and cons, but when placed in the right hands, can mean enormous gains for your business.

The Coveted SERP Real Estate

So where do paid ads and organic listings live on the Search Engine Results Pages (SERPs)? PPC makes it possible for you to appear at the top of Google page 1 so long as you pay for it, and provided that your keyword bids are set correctly to outrank the competition. There are up to 4 positions available at the top of the SERPs with paid search, and up to 4 at the bottom. You can recognise a paid ad by the increasingly subtle, same-green-text-as-the-URL “Ad” symbol in the top left corner of the listing.

 

 

Organic results take up the majority of real estate with 10 listings situated in the body of the page. 10 opportunities to try and convince users that you’re “it”.

Where my Clicks at?

So which space inspires the most clicks and gets users to your website? Well, contrary to popular belief, paid ads are responsible for the lion’s share of clicks on Google, driving 64.6% of clicks while organic unpaid results account for the remaining 35.4%. This doesn’t necessarily mean PPC is the right choice for you, but it may be the right time for you to ask yourself “what’s my budget?”

Organic SEO is cost effective in that it is long lasting. When compared with PPC however, this very much comes down to the industry you’re in and the CPCs (Cost Per Clicks) which go hand-in-hand. In certain instances costs may be similar between organic and paid search.

Time or Money

SEO is very slow compared to PPC. If you want leads, and you want them yesterday, then it’s PPC you’re after. Optimising your site with SEO in mind is time consuming and it may be months before you begin to reap the rewards. It is most certainly worth doing though as it will only stand you (and your company) in good stead.

The Best of Both (Search) Worlds

So often pitted against each other, battling it out to catch the eye of any interested user, SEO and PPC continue to command the online world of search. But which is better? This has been a debate for years now and sees no sign of dissipating. Each one is better in their own right. While paid search can mean positive results almost immediately, SEO is a long-lasting commitment (and you may have to keep renewing those vows). But using both for total Google domination, well, what could be better than that?

To find out about KMG SEO, call your account manager today.

On the Blog – Why Creative is so Important on Social

When setting up a social campaign, it’s common to put all of your focus into the audience targeting, campaign type and strategy – thinking that’s all it takes for a winning campaign. Whilst developing the right audiences, targeting and campaign type is super important; if you want to improve your click through rate (CTR) and ultimately increase leads from social advertising (Facebook and Instagram), you need a creative strategy too. But, how should you do it?

Here are a few best practices that we have learnt through testing and optimising social creatives for our clients.

It’s all about video!

Content consumption is trending towards video in recent times.

  • 45% of people watch more than an hour of Facebook or YouTube videos a week.
  • More than 500 million hours of videos are watched on YouTube each day.
  • 1/3 of online activity is spent watching video.

Think about your own consumption – how often do you find yourself sitting on the sofa watching TV, but with your phone in hand, scrolling through Facebook & Instagram instead of paying attention to the TV? So video should be an important aspect of your creative strategy for social – but why?

  • Engagement rates are typically higher on ads with videos rather than images, this means people are more likely to click, comment or share videos rather than images.
  • Facebook will typically prefer to serve video ads over static image ads. This means that video will drive a lower cpm (cost per 1000 impressions) for video ads – meaning you will get more impressions for your budget & more impressions generally mean more conversions!

So, how should you do it? Here are some best practices, recommended by Facebook as well as things we have learned from running winning social campaigns.

  1. Keep it short: It’s recommended to use videos that are between 15-20 seconds. This is because viewer engagement drops after 3 seconds, and again after 10 seconds – so the longer your video is, the less total watch time % it gets. Facebook will then use this metric to give you an ‘ad rank’ and if it’s low, you could potentially get a lower ad rank score; meaning the algorithm will show your ads less – leading to a higher cpm.

It’s also worth remembering to keep your text short too – as the Facebook rules doesn’t allow more than 20% text in each frame – so this will restrict your reach too.

2. Use the first few seconds wisely: As people scroll through the news feed, your video needs to quickly grab attention and interest in the first few seconds to engage the viewer. From the graph above, it’s clear that people aren’t watching full videos (dropping off in the 3 seconds), so it’s important to get your message across at the start. I would usually recommend showing your brand, product imagery or key message at the beginning of the video.

3. Design for mobile: It should be no surprise that people are increasingly choosing to watch mobile video on social channels with 75% of worldwide video being viewed on mobile devices. That being said, it’s a good idea to design your video for the mobile experience.

Horizontal video works well on desktop and TV, but the mobile experience is different. With most people holding their smartphones vertically, square and vertical videos take up more space on the screen (or feed) than horizontal videos; creating a better experience for viewers.

4. Make sense without sound: Facebook videos auto play with sound off, so it’s important to make sure the video makes sense and attracts viewers even when it’s muted. Using text overlays, imagery and eye-catching graphics will help your video stand out and, more importantly, make sense without sound. Captions are also great to add to help tell the story without sound – but don’t forget Facebook’s 20% text rule. Although… 60% of users do watch with sound-on so you shouldn’t ignore sound entirely! As Facebook says; “Design for sound off, delight with sound on”

5. Tailored for each placement: There are many social placements available to run ads, from the Facebook news feed, to Instagram stories. Each placement has its own set of specifications and best practises too. These are:

  • Square: As mentioned above, square videos and images take up 78% more space on the feed than horizontal images and videos. This gives your video a much better opportunity to stand out and capture the viewers’ attention. See the difference below:

  • Vertical: Vertical videos are best used for Instagram, Facebook and Messenger stories. It’s definitely worth taking the time to resize your creatives for these placements as they re-size quite badly if you ignore the ratio. There are studies to show that when ads look similar to regular posts, engagement is higer and viewers are more likely to view the content in a positive way. The image below shows a non-optimised story ad compared to an optimised ad – I know which one I’d be clicking on!

  • Horizontal: Although horizontal videos don’t work as well in the feed, it is the recommended ratio for the audience network and Facebook suggested in-stream videos. So, if you don’t have this size in the campaign – you will be missing out on showing ads in these placements.

All placements work together to bring in the lowest cost per lead – so it’s highly recommended to run all placements together with optimised creatives for optimal results.

placement

So, video is having a bit of a moment, but before you change all of your ads to video format, don’t neglect image ads completely! There is no one-size-fits-all approach to anything (Have you ever tried to squeeze into a one-size swimsuit?!). For some industries, audiences or strategies, image ads can still be powerful and engaging. So, it’s all about testing – test different messages, stories and images to find out what works best for your brand and your audience.

We are always testing different messaging, creative types and placements when we set up and optimise social campaigns to find the winning combination. We like to use performance creatives to do this and create a range of different experiences and messages in each ad; and test until we have found the one that works the best!

For performance creatives at a great price, call KMG today!

 

Ben’s Guide to Writing Winning Google Text Ads

Meet KAU Media Group’s Operations Director Ben. He is responsible for strategy and extensive campaign quality control. In this blog he explains how writing the text for Google Search ads is almost always one of the last pieces of a new account set up, and should always take the most amount of time. At KMG, we continually take the time to extensively create, review and test our ad text strategy from inception and here is why…

Frequently, Ben audits accounts where competitor marketers have clearly become bored by this point and rushed through it when it is the pivotal point between a search strategy and a business’s website or landing page. The relationship between the two is really important from a Google perspective and a user perspective. KMG’s Ads dominate the search engine results pages (SERPS), taking up prime real estate and getting high click through rates (CTRs) because we have a very tight relevancy strategy and understand this relationship.

Here’s his run through of considerations when writing Google text Ads and winning the paid ad war:

One of the most updated elements of paid search in recent years has been ad structure, so it’s clear Google and Bing both place a lot of value in their importance. In the last 6 months we’ve seen updates to now include 3 headlines, 2 description lines, 2 paths and 11 different extension options.

Now that we have so many options in ads, a question that we marketers have to ask ourselves is, what information should we be providing consumers and where?

The only guarantees we have are that the first two out of three headlines will always show (H1 and H2) and the first description line will show (D1) (see picture 1 above).

With that in mind, these areas should be the focus of our efforts for ad content. When you combine that with the fact that internet users these days have high expectations and a low threshold for not being given what they want, H1 becomes the primary focus to grab the users attention.

How many people can honestly say that when they search for something on Google that they read all of the content within an ad? Is it not fairer to say that if the first headline meets your search requirements then you’re prepared to gamble that you’re going to find what you want once you click?

The bottom line here is that if your Headline 1 (H1) is not closely related to, or exactly matched to the users search, then the likelihood of getting a visit to your website from that user is significantly reduced.

I’d usually encourage utilising a call to action or an offer in Headline 2 (H2) as this can also differentiate your ad from the competition, thus influencing the users process in deciding which ad to click.

On the most part I believe Description 1 (D1) content to play a big part in Google’s measurement of “Ad Relevance,” so should therefore include content that is some way a repetition of the search term utilised in H1 and then some additional information linked to the website or landing page.

The ad in position 2 here, is certainly the most favourable ad and despite being one position lower, we would expect to get at least as good CTR, maybe even better. The ad relevancy is also superior and contains an offer and call to action in H2. The business in position two would almost certainly have a better keyword Quality Score (QS) than the business in position one (provided the landing content was relevant).

The theory that H1 and H2 have the most influence over user’s behaviour when it comes to clicking ads on the SERP has been proven across multiple industries and is therefore the key to successfully achieving high CTR.

At the end of the day, in almost all cases the aim of paid ads on search engines is to appear for relevant searches and get the highest CTR possible (unless ad copy is purposely designed to act as a gatekeeper).

Most industries on search engines these days are highly competitive, so there is an amplified necessity to drive high CTRs which will increase Quality Score, drive higher volumes of traffic at a lower cost and from lower ad positions than the competition. This ultimately increases the potential to generate more leads at a lower cost.

Although I’ve focused on H1, H2 and D1, the remaining components of ads should be also be utilised to their full potential. H3, D2 and all available extension options should be used to provide useful content, but on the most part give us marketers a chance to maximise our Keyword -> Ad -> Landing Page relevancy in an attempt to ‘win over’ the Google Quality Score algorithm. This is critical to the Ad Relevancy component of QS. It also encourages Google to show multiple extensions, increase the real estate of your ads on the SERPs and as a bi-product have a positive influence on CTR.

If you feel your current Digital Marketing agency is letting you down, we can write you better ads, give KAU Media Group a call.

 

Do You Only Advertise on Google?

If you are advertising using KMG Search currently, that’s fabulous. But why stop there? Within Google alone, you can expand your reach. If you are an E-Commerce client, how about Google Display and Google Shopping?  How about Bing and Yahoo? Don’t forget, as well as Google, Facebook, Instagram and KMG Smartchat, we also advertise our clients on Amazon, Snapchat, LinkedIn, Native Advertising and SEO.

KMG Social allows you to get creative and advertise on Facebook, Instagram and Instagram Stories. Luckily, you get two publishers for the price of one since they have merged. Social Advertising can target whomever you choose. KMG can build up audiences based on the behaviours, interests and demographic information of your potential customers. You want to target Females, 18-24, in London, interested in jewellery? No problem. Even better, if you have existing email lists or website visitors, we can use them for re-targeting. KMG can even create what are called lookalike audiences to target people just like your existing customers.

The targeting that Social Advertising allows means customers are in the market for your kind of business already! When your ad appears in their feed, alongside their friends’ statuses and shares, it appears as native content.

This means it will look and feel like part of your customer’s news feed already. The more creative you are, the more likely you are to engage and convert your customers. Social Advertising allows you to deliver creative, niche marketing campaigns rapidly and at scale. Like PPC, social advertising campaigns are 100% trackable. There are now billions of unique ad placements available every day on people’s computers, tablets and smartphones. Algorithms will work out which individual placement is most likely to result in a click, lead or sale for you.

KMG Programmatic allows you to seamlessly appear while searching and browsing across the Internet. So how can companies be present on multiple website’s throughout a customer journey and serve dynamic personalised offers whilst generating a positive Return on Investment (ROI)? This is where programmatic advertising comes in. Programmatic advertising is one of the fastest growing areas of digital advertising, using a combination of data, machine learning and automated systems, it allows advertisers to show the most relevant offers to a desired consumer as they browse the web in real-time. Not only is this far more effective in a landscape where relevancy is key, it also saves advertisers a lot of money compared to the traditional model of display ad buying where an advertiser would have to approach each desired website individually and buy a set number of impressions from them for their ad to be shown regardless of which user is viewing them. See below for an example of our KMG Programmatic advertising:

KMG SEO is for you if you want a long term strategy that also looks at and enhances the quality of your website. SEO makes your business detectable because it optimises your website, so that it has super ‘crawl-ability’ for Googlebots. It is an excellent way to get your website to rank on Google organically for relevant keywords of your choice. Google needs to view your website as an authority in your business’s industry. Then it will start to move your business’s website up the rankings. KMG has seen phenomenal results for our SEO clients for some very competitive keywords, meaning organic traffic has greatly increased and therefore, so have enquiries.

KMG Smartchat is effective if you want a quick win. It is our live chat tool technology that on average gives businesses a 30% increase on their conversion rate. Smartchat really is the most cost effective, useful and easy method of engaging directly with your future customers and procuring quality leads. Smartchat is the only marketing tool that keeps your business active after hours, for those evenings, in front of the TV scrollers.  And why miss out on leads over the weekend when you don’t have to. The most exciting part of Smartchat, is that it is a Cost Per Lead product. This is so unique and a no brainer commercially. KMG Smartchat gets your business vital conversions 24/7, with real people answering customer queries on your behalf. And you only pay when you get a lead.

Clearly, you can expand your reach and reap the rewards. There are thousands of customers surfing the internet that can be reached through KMG Programmatic & Native Advertising and you don’t need to be told how popular Instagram and Facebook are to put your business in front of millions of potential customers. There is no limit to people you can reach and scale.

Contact your Account Manager today, and they will give you a custom review of what is achievable for your business.

On the Blog – The 2018 Calendar Throwback

We have taken a look back on this year’s many many blogs and picked out the highlights and alongside this, some of the KMG 2018 milestones…

January 22, 2018 | Case Study: Stronghold Security Doors.

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We kicked off the year with Stronghold Security Door’s Case Study. They had the experience and the expertise in home security already, so it was about communicating that to potential customers and being highly visible when the relevant search was conducted. KMG needed to drive them new profitable leads through accurately targeted Google adverts, so that’s what we did. Stronghold have had upwards of a thousand KMG SmartChat leads since starting with us. Their business has tripled in growth. As a direct result of working with us, they have moved locations.

February 2, 2018 | What is Paid Social? (and why you should be doing it)                                                   

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This blog outlines the importance and value in Social Advertising being a key player in your omni-marketing strategy alongside Paid Search. Whether its prospecting or re-targeting, the targeting that Social Advertising allows means customers are in the market for your kind of business already! When your ad appears in their feed, alongside their friends’ statuses and shares, it appears as native content.

February 9, 2018 | Case Study SEO: Saracens Solicitors                                                                 

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This case study showcases KMG’s premium SEO offering. With KMG; Saracens Solicitors scaled the dizzy heights of Google’s search engine results pages to be on page one for the keywords ‘Mortgage Solicitor’ and ‘Mortgage Solicitor London.’ By January 2018, we had achieved page one, position one.  A significant achievement given that these keywords return over 1.3 million search results and London is the most competitive location in the UK. They were competing against Goliaths such as MoneySupermarket.com and outranking them.

March 9, 2018 | Case Study: Fashion Eyewear E-Commerce                                         

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This March Case study shows an example of E-commerce success with KMG for Sunglasses retailer: Fashion Eyewear. The return on advertising spend (ROAS) for FEW has been very profitable, at 4 X return in the UK, 2 X return for the USA and a 2.4 X return in AUS. UK performance has been consistent during the long winter months despite the apparent seasonality of the sunglasses product.

March 23, 2018 | Hot Topic – AMP                                                                             

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This blog introduced a vital new development in digital for 2018. AMP. It is essential that your business is, at a minimum, optimised for mobile. It needs to be mobile friendly. Furthermore, it needs to be AMP. What does this buzzword in digital mean at the moment? It stands for Accelerated Mobile Pages.

April 27, 2018 | Event – The MiSmile Annual Conference                 

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The above picture and blog shows KMG attending one of our favourite client’s event in April. As the official MiSmile digital marketing agency, responsible for their entire network, KMG led a talk to a vast number of practices that attended about how they are benefiting from our hyperlocal paid search strategy. This was followed by an informative and practical workshop on what a practice can do to build their digital footprint and compliment KMG’s work driving the best return. KMG are proud to feedback that March was a record month for the network to date in terms of the volume of leads that KMG have driven them and April is set to top that.

May 11, 2018 | Case Study – Chequers Dental                                               

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This Case Study was a fun one, about the Singing Dentist’s practice: Chequers Dental. By using the power of pull marketing through Google and Bing, we were able to generate Chequers Dental huge volumes of Orthodontic patients, so much so that Dr. Milad Shadrooh is 8 weeks booked in advance for his Smilelign offering. Absolutely fantastic news!

 

June 19, 2018 | KMG’s Sponsored Sporting                                    

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In June, KMG collectively ran or cycled over 230 km this month in an amazing effort for their chosen charities. An inspiring personal achievement for all involved and a great day for those that supported. The KMG running club have been training with the participants and practising at lunch time doing work outs in Ravenscourt local park.

 

July 15, 2018 | An Interview with Ben                                       

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 In July, we spoke to Operation’s Director Ben to find out what he does on a typical day? Checking all clients are happy and that all campaigns are performing well. I train the team on how to improve campaigns and client relationship management. The rest of the time is spent in between pitching for new business and client meetings.

July 25, 2018 | Case Study SEO – AMYMA                                        

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This Case study was a combined strategy showcase, but focused on SEO success. To put the above graphic into perspective, for the term “capital bonds,” there are 144 million search results on Google. Despite this challenge, within 4 months of running KMG SEO, we achieved page 1 rankings for AMYMA for this search term as demonstrated above. Through our extensive high quality blogging and constructive use of backlinks, we have created credibility and significantly boosted their website’s organic ranking.

August 12, 2018 | On the Blog – Tracking: Getting Granular                

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On the blog in August, our tracking technician Jaume blogged for us about the value that tracking brings to the advertiser: “To me the beauty of digital marketing is that it allows people to gain a complete understanding of which digital marketing strategies are driving returns and which tactics are a waste of valuable resources.”

 August 29, 2018 | KMG are Google #PremierPartnerAwards finalists                

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August was award central for KMG. Wow! It was an honour to report that KAU Media Group was shortlisted for the prestigious Google Search Innovation Award. We are part of an exclusive group of finalists that qualified for the ‘Premier Partner Awards 2018’ and are therefore “best-in-class when it comes to Google Ads.” We are in the running to be crowned the best search agency for our innovative and technological approach to digital marketing.

September 21, 2018 | On the Blog – Top Tips for Handling Leads 

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An informative and insightful blog in September, answering a question we get asked at KMG every month. How do I convert my leads? Converting leads is a commitment and a process that is worth investing training and resources in internally. Hebe talked us through her tips for converting leads in this guide. Whether your company is getting new business phone calls directly, or you are receiving “requests for a callback” or email form submissions that you have to follow up on, what really matters is your ability to develop these leads into tangible return on advertising spend.

October 19, 2018 | On the Blog: Guide to Google Reviews                         

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In October, Navin, our campaign manager expressed the importance of leveraging reviews on Google. Having a solid strategy for managing and collecting Google reviews plays a vital role in the online marketing mix for any organisation. For SMBs it’s even more important to take this seriously as savvy local consumer’s final decisions are often swayed by companies with the best local reviews.

November 9, 2018 | Hot Topic: 5 Point Checklist For Choosing The Right Digital  Agency                

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In November, Sam explained what to look for when you are choosing the right digital agency. Digital Marketing Consultant, Sam, shared Although it may seem complicated trying to navigate your way through the noise we call ‘The Digital Marketing Industry’, realistically there are only 2 important factors you need to tick off before working with an agency: 1) can they do the job, and 2) do you like working with them? In the end, that’s all that matters. So once you’ve narrowed down the agencies you believe could actually run your digital strategy well, go for a beer with them. Whoever you enjoyed absorbing a pint with most, there’s your guy! And at KMG, we love a pint.

November 28, 2018 | Case Study: MME London                                                  

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In the count down to Christmas, we visited MME London to tell you their amazing Advertising journey with KMG. In the first month working with us, MME London made an 18 times return on investment (ROI), which means that for every pound spent, they made £18 back. The client has commented on the quality of the leads driven and has booked huge commercial new business directly off the back of our campaign. The conversion rate has at least tripled and they are now working at full capacity having to turn business away.

November 29, 2018 | Facebook Certified Planning Professional      

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Last month, KMG because Facebook Blueprint Certified. Blueprint Certification is Facebook’s credentialing program for digital advertising professionals who demonstrate advanced proficiency in Facebook marketing. The Facebook Certified Planning Professional credential is awarded to digital advertising professionals who are proficient in planning successful Facebook advertising campaigns.

And that wraps up an amazing year at KMG. Happy clients and positive ROI. Business’s growing in unison powered by KMG PPC, creative inspiration and Social Advertising. Bring on the future.

On the Blog: Guide to Google Reviews

Guide to Google Reviews

Having a solid strategy for managing and collecting Google reviews plays a vital role in the online marketing mix for any organisation. For SMBs it’s even more important to take this seriously as savvy local consumer’s final decisions are often swayed by companies with the best local reviews.

Let’s take a closer look at where you’ll find reviews on Google search results and how to go about making sure that you have the essentials covered.

Google My Business

These reviews appear within a business listing known as the ‘Knowledge Panel’ in local search results and on Google Maps, both with a mobile and desktop format. There are four sources of information within the Knowledge Panel:

  1. information about your business,
  2. your website,
  3. user-generated information like reviews
  4. third-party sources such as social profiles.

In order to start collecting reviews within the Knowledge Panel you’ll need to set up a Google My Business account. An optimised Google My Business listing is one of the best ways to improve your local ranking which is where your business is listed alongside other similar business on Google Search.

Reviews within a ‘Knowledge Panel’ or local ranking listing are hugely important and from personal experience, often sway decisions to use a business or try out a new restaurant. It’s important to encourage your customers to leave a review whenever possible are more inclined to write a review after a negative experience and not when they’ve had a positive one. Ensuring that customers with great feedback write about their experience helps leave a positive reflection of your business online.

Google recommends the following best practices on obtaining and managing reviews:

  • Remind your customers to leave reviews. Let them know that it’s quick and easy to leave business reviews on mobile devices or desktop computers. Learn how to leave Google reviews
  • Reply to reviews to build your customers’ trust. Your customers will notice that your business values their input, and possibly leave more reviews in the future. You can also create and share a link that customers can click on to leave a review. Find out how to read and reply to reviews
  • Verify your business so your information is eligible to appear on Maps, Search, and other Google services. Only verified businesses can respond to reviews. Learn how to verify your business

*source: https://support.google.com/business/answer/3474122?hl=en-GB

Seller Ratings

Google seller ratings are reviews that appear below text ads on Google search and shopping. Similar to reviews on Google My Business they help consumers in their decision making process and Google themselves state that they can help advertisers improve ad performance and earn more qualified leads – this is because they increase the click-through rate (CTR) of ads and conversion rate.

You don’t need to be an E-commerce advertiser in order to have seller ratings on your text ads on the Search Network.

Google compiles ratings from third-party business review aggregates and other sources.

  • Google Customer Reviews, a free programme that collects post-purchase reviews on behalf of advertisers.
  • StellaService, an independent company that analyses the quality of your customer service through the measurement of your customer care, delivery and returns.
  • Aggregated performance metrics from Google-led shopping research.
  • Ratings from Google Consumer Surveys, a market research platform that we use to collect data for certain domains and businesses.
  • Shopping reviews for your shop domain, which include reviews from various third-party sources.

*source: https://support.google.com/merchants/answer/190657

 

The baseline standard requirements for seller ratings to show is that your business will need 150 unique reviews and a composite rating of at least 3.5 stars or above on the 5-point scale.

One of the biggest differences in collecting reviews for your Google My Business listing and seller ratings is that you absolutely need to collect third-party reviews for seller ratings to show. There are a number of independent review websites such as TrustPilot and Feefo. Some offer an entry level service at no charge.

In summary the quality of reviews online and managing the process of gathering them is essential to your business. It will without question have a positive impact on your business and ROI.

If you want KMG to generate a Google Review link for you to easily send your clients and customers, just ask your Account Manager today.

On the Blog – Top Tips for Handling Leads

KMG’s mandate is to drive you leads, your job is to convert them.

It’s a question we often hear, have you got any tips for converting leads? What is the best practise for optimal results? Now, of course every industry is different and there are understandable nuances that apply for some that are not relevant to others. However, getting the basics right applies across industries and is so important. Converting leads is a commitment and a process that is worth investing training and resources in internally.

  1. Standardise your call answering so that it includes your company’s name Good Morning KAU Media Group…”
  2. Introduce yourself and your role in the business, so that if the person calls back they can ask for you directly.
  3. Be personable and friendly, this is their first interaction with your company.
  4. Learn and repeat the caller’s name early on in the conversation “Thanks Claire, let’s see how we can help…”
  5. Do not leave the caller on hold if this can be avoided, not at the start of the phone call and not in the middle.
  6. Do not be afraid to push your USPs, callers have the highest intent of all lead types and they want to be sold to to make their decision easier.
  7. Do not give price approximations for medical or dental treatments where it can be avoided over the phone as every patient is different and needs to be assessed face to face.
  8. Understand the caller’s pain point (price, time, location, a historical bad experience…) and do your best to address/allay those fears.
  9. Always get the caller’s contact details as soon as possible so that they can be followed up with. “Can I take your name and number to better assist you?”
  10. Be up to date on any deals/offers that you are advertising online, it causes confusion when a caller enquires and the receptionist or sales team are not aware of the offer. Very off-putting.
  11. Do not expect the caller to have any existing knowledge of the industry; educate them.
  12. Ensure that the caller understands what you are saying/recommending.
  13. Try to book in a face to face consultation where applicable. This will lead to higher conversion rates.
  14. All calls should be answered.
  15. Voicemails should be followed-up back when business opens.

There are also some useful rules for general lead follow-up:

  1. The time from receiving a lead notification and contacting the person is crucial, it should be the same day if not the same hour. People are clicking around online and may have submitted their details multiple times.
  2. Follow up with an email if you can not get hold of the person, then send a professional text leaving your number.
  3. Have professional email templates that you use that are consistent with your company’s branding.
  4. If the caller doesn’t know when they are free, just book them in with a tentative time then get them to call back to change if it doesn’t work as opposed to just asking them to call back when they know.
  5. Have calls re-directed to a mobile out of hours where possible, especially when running an emergency/out of hours service.
  6. Follow up with the person to check on the progress of their decision if it is a product/treatment with a long consideration phase.

Whether your company is getting new business phone calls directly, or you are receiving “requests for a callback” or email form submissions that you have to follow up on, what really matters is your ability to develop these leads into tangible return on advertising spend. This means different goals for different businesses, be it sign ups for a course, an investment made, booking a holiday, making a sale or booking in a treatment.

The process that you have for lead handling should be smooth, consistent and effective at every stage of the conversion process. A CRM system should log your leads and then you can identify where you are losing business (hopefully nowhere) and tweak your offering accordingly or try out a different approach.

For more information on lead handling, call your Account Manager at KMG today.

On the Blog – Tracking: Getting Granular

To me the beauty of digital marketing is that it allows people to gain a complete understanding of which digital marketing strategies are driving returns and which tactics are a waste of valuable resources. If set up correctly, a website and its entities are able to capture data points that are important to business owners and decision makers. They are important because these data points can be used to understand consumer behaviours and preferences. However, decision makers first have to identify which metrics to pinpoint and understand how to capture those metrics during digital advertising campaigns. To do this, advertisers have to ask both strategic and tactical questions. Such as “how does tracking and using consumer data impact business goals?”, “how will our internal teams organise and share consumer data?” and “what’s our benchmark for the form submission rate?”

Thinking, building and setting live your well thought out campaign is really only the first step towards you being able to utilize and see returns for your online presence. The more underappreciated step in the entire process is the tracking of the KPIs you initially set out to meet. With the help of a measurement platform like Google Analytics you can test new tactics and make informed decisions about which activities to keep to help you reach and exceed your digital marketing KPIs. Combining Google Analytics with custom built codes further enhances your understanding of consumer behaviour and ultimately further helps your campaign to succeed.

This post will go over the benefit of using Google Analytics, UTM parameters and hidden fields on forms to analyse in real time which of your marketing channels are providing you leads and more granularly study where an individual that submits a form has come from.

  1. Google Analytics: Acquisition

The Acquisition section of Google Analytics helps you understand how your audience finds your website and where they originate from, for example this could be through a search engine, social network or website referral. This helps you discover which tactics are driving the most visitors to your website and, therefore, are proving a success.

Figure 1: KAU Media Group Acquisition Overview Google Analytics Page

The Behaviour section of Google Analytics helps you visualise how your website visitors travel from one page of your website to the next. It can also help you understand the pages of your website and blog that keep your audience most engaged – perfect for discovering the types of content and copy that work best for your business.

 

 

Figure 2: KAU Media Group Behaviour Overview Google Analytics Page

 

  1. UTM Parameters

The Urchin tracking module also called UTM tags or codes, are customisable pieces of text that allow analytics software (like Google Analytics and Autopilot) to track campaign traffic. Attaching them to the end of a URL can help you figure out answers to questions as broad as “Which email campaign brought in the most web traffic?” to ones as specific as “Which call-to-action in that email generated more revenue?”

  1. Hidden Fields

We are interested in capturing potential customer data in the form of an email, name and number. This can be done through ‘Book Consultation’ forms, ‘Download PDF Guide’ forms and other call to actions that require a user to submit data. The main purpose of the form is to get permission to interact with potential customers and to get in contact with them. These forms contain visible fields such as Name, Number, and Email.

Figure 3: Get A Free Quote form showing visible fields for Name, Phone and Email. 

There could be hidden fields on this form but there is no way for us to know. A hidden field sits in the visible form on the website however, as the name says, the field is not visible to the user. This lets web developers include data that cannot be seen or modified by users when a form is submitted. A hidden field often stores what database record that needs to be updated when the form is submitted. In our case we force the hidden fields to pull the URL which contains the UTM parameters.

The Final Step

By using all three different technologies at the same time decision makers are able to better see which marketing channels are driving the most amount of quality leads and more importantly see how each individual that submitted a form accessed the site. By then entering or linking this information to a CRM a business owner will be able to follow the user from submission to purchase, and through to the end goal.

Figure 4: Below shows how a decision maker sees the submission of our ‘test’ subject:

Note how clear and accessible it is to see that our Test user has come from a Google PPC marketing campaign in which the campaign was “education”. This allows sales people and other business users to further understand who the person on the other end of the line is.

To learn more about these three pillars of tracking, call KAU Media Group today.

On the Blog – Adwords Scripts

AdWords Scripts are powerful lines of code that essentially speak to your AdWords account to edit almost any element within your account, create new ones, and even automate AdWords reports for you.

Advertisers can use scripts to adjust their bids by certain parameters. For instance, you can use a script to perform the following: increase bids by 10% for all keywords that have more than 5 conversions and a Click Through Rate higher than 5%, but don’t raise the bids by more than £1.50 in ad group A within campaign B. This kind of optimisation would not only take a long time but would also be a very tedious endeavour insofar as accomplishing this manually.

It is also possible to integrate with AdWords APIs such as the OpenWeatherMap API. Such scripts can import external weather information from this API and use that as parameters in your bidding rules. This could be a useful addition to your account if you provide certain products or services that could be affected by the real time weather in certain locations. For instance, if your business is to run a water park, you may be more inclined to run certain campaigns more aggressively, on warmer days and perhaps even offer deals for that specific day.

Another instance of using external data for influencing ads is a script that enables and pauses ads when there is a delay at an airport. This is where bars, restaurants, hotel and surrounding businesses can be smart and adjust their ad text to cater for such circumstances.

Google AdWords Scripts can also serve to pause lower Click Through Rated ads in each ad group. Manually, this can take a long time to do, so such a script enables you to easily keep the better performing ad running, meaning lower costs and higher CTRs.

AdWords Scripts also provide reporting functionality, such as the Ad Performance Report. Advertisers like to analyse how their ads are performing in their campaigns. Sometimes, comparing how a given headline or final URL performs against others will provide insight in creating new ads. Ad Performance Report generates a Google Spreadsheet with several interesting distribution charts.

If you use AdWords Campaign Experiments, you can see the difference made by changes to bids, keywords, ads, or placements, but you can’t test any campaign settings.

With an AdWords script you can build your own experiments, testing anything, with control and test campaigns that switch on and off with alternate ad schedules. You can then code a test to see if those results are statistically significant.

Scripts are useful to automate the process of making granular changes in Adwords on a large scale, improving efficiency and freeing up time for strategic planning. Every campaign is unique, as every business is unique. As outlined in the examples above, coding Adwords Scripts can be very beneficial.

To learn more about how KMG optimises campaigns using Adwords scripts, please contact your Account Manager.

 

On the Blog – The Evolution of Audience Targeted Strategies

Anyone with a little knowledge of marketing is probably aware of the first principle, and that’s to know your audience.

Cliché? Yes.

More important than ever? Maybe.

The core of marketing hasn’t really changed much over the decades. Even with the introduction of new and sophisticated technologies evolving the capabilities of reaching the masses (or even the highly-targeted ‘few’), marketing is simply the process of getting the right message, to the right person, at the right time – and the principle or rule of knowing your audience is as true as it has ever been.

Google (Facebook and others too) have made it easier than ever to reach your ideal audience, but before I get into ideas on opportunities to improve your audience targeted strategies – ask yourself: how well do you know yours?

How well a business knows and understands their audience plays a significant role in how well they can communicate with them – and in a broader sense that’s all marketing is. Communicating. And when you consider consumer expectations rising in regard to marketing messages being more targeted to one’s needs, current circumstances, and what’s on their minds, you’ll start to appreciate generic ‘one-size-fits-all’ advertising will become less and less prevalent as time goes on.

Here are some ideas for reaching your ideal audience with relevant marketing messages to help increase the number of conversions and leads you receive, no matter where your audience might currently fit in the proverbial sales funnel.

Adapt ad creatives to different segments of your audience

Why show the same ad to women as you would to men? Perhaps it makes no difference in your industry.  But what if it did? Sure, there are a number of human-driven characteristics that are shared amongst both genders – but there are certainly differences too.

Even within genders, there are different motivations for certain actions. Consider this and you don’t just have to adapt ad creatives to suit genders, but you can combine them with known interests to communicate a highly-targeted marketing message. Combine that with age-groups, and suddenly you’re speaking to your prospect on a level they’re not used to.

This can be the difference between a prospect seeing a welcomed ad, and one where an advertiser is clearly wasting money.

Use in-market audiences

Using in-market audiences can help you identify prospects who are mid-funnel. They’re comparing and evaluating different products and services, and soon they’ll come to a decision. Clearly it’s in your best interest to communicate with this prospect in a manner they can relate to given what stage of the process they are in. If they’re making comparisons then feature rich and USP focused ad creatives might work best.

Use affinity market audiences

Perhaps not quite as directly valuable as in-market audiences or retargeting (see below), it can be useful for some advertisers, especially those trying to get in front of an audience that has a particular affinity to something relevant to your market. It’s top of the funnel, but it has its place.

Tailored retargeting

Retargeting is an excellent and often cost-effective form of marketing. You get to stay in the mind of potential customers. But this doesn’t always mean you always have to bombard your audience with the same message. Instead, and where possible, tailor your ad creatives based on key interactions they’ve had with your website such as, but not limited to, what pages they visited, the last page they visited, the page they stayed the longest time on, and so on.

Many other strategies can be applied but the few tips outlined above are far less effective if you don’t understand your audience. The more strict and precisely defined you are able to get your audience can pay significant dividends when it comes to investing in any advertising campaign. It becomes that much easier to be relevant, to communicate the right message to the right person, and at the right time.

Know your audience.

For more information on how to understand your audience, please contact KMG.