When it comes to structuring your Google Ads account, you may think the account/campaign/ad group layout is confusing, but it’s really quite simple and VERY important in setting up your account. The structure of a Google PPC account is as follows: Campaigns should be thought of as large categories. So for example, if you sold…
Moving a WordPress site to a new domain may seem daunting, but follow the steps below and you’ll be up and running in no time. The instructions below will help you move a standard WordPress site to new hosting and configure the site to work correctly on the new domain. This guide assumes the following: The…
Today we’re going to be having a look at something that, in my eyes, is always underrated: ‘Local adverts’ – Appealing to people’s heightened interest in local businesses is the key to standing out in today’s ‘advert-packed’ internet. The majority of small businesses I see advertising online seem to be focused on having an internet…
Be careful with links Links make the Google world go round – but it’s not just a case of more = better. Quality is the most important consideration when evaluating potential link prospects. So how do you know if you want a link from a website or not? Metrics (Page Authority/Domain Authority) Easily accessible through…
Putting yourself out there on LinkedIn and then having no interest after three days can be extremely disheartening. Read on to avoid this in future… Over the last few months I have been managing a LinkedIn advertising account for a client. The problem they were having was that the LinkedIn adverts would show for the…
Measurefest is happening as you read this. It’s a gathering of digital marketers, where we can talk about the latest developments in measurement and analysis. The agenda will be packed with cool techniques for identifying, segmenting and reporting on the digital behaviours of customers and prospects. The insight and intelligence we get from user data…
For years marketing, both online and offline, has been directed towards ever more sophisticated targeting and segmentation to the point of personalisation. Greater relevancy of the content to the customer means that they are more likely to convert and/or engage. There is a conundrum, though, in terms of gathering the data in the first place…
On the drive to work this morning, I heard a radio advert for a major UK fashion retailer. It ended with “go in store to see our deals” – no mention of the website or that even shopping online is an option. My heart sank a bit. Why did no one in their marketing team…
When the Google search engine launched in 1998, its biggest rivals were human beings. At a time when web search was primitive, directories determined our dial-up downloads. Today, advanced algorithms know what we want to see before we’ve even finished typing it. For many search terms, the answer is on the results page, or even…
A/B testing plays a huge role in digital marketing when it comes to website and page design in ecommerce. When it comes to maximising conversation rates, the ability to compare two versions of a single variable to see which one performs better can be invaluable for marketing managers. How can you make the most of…