Building trust in your company is essential to creating a reputable, professional, profitable and ultimately successful business, both online and offline. Whichever sector your organisation belongs to, your premises, staff and environment should evoke reliability and confidence. The same goes for your online presence. Use these 5 techniques to gain trust with your customers, increase conversion rates for your website and multiply referrals and drive brand awareness.
1/ Well Known Badges and Logos
Viewers of your website will react positively to recognisable logos and emblems. For instance, if your site offers e-Commerce, badges; such as the McAfee SECURE, Paypal Verified, or the VeriSign logos; will reassure your prospective customer that your site is reliable and secure. On the other hand, if your business is more service based, show off award logos, previous clients or collaborator/manufacturer emblems. These will make your business appear more renowned, established and trustworthy.
Everybody wants to get more from their marketing efforts but we are constantly amazed when we take over Google Adwords accounts for clients and see why their campaigns haven't been hitting the mark. We've therefore created a quick post here to give you some tips to avoid wasting time and money attracting the wrong type of visitors to your website.
What is Adwords?
Adwords is a hugely successful system developed by Google to assist you in marketing your products through a dominant ad that appears when potential customers search for key phrases related to your offering. The pay-per-click system means you can bid for a series of phrases, determining where your ad will appear. You only pay the amount you have bid, when someone clicks on your ad, so you may think what can go wrong?
Adwords can get expensive if you aren’t handling it correctly, but if well managed, it can really help to grow sales for your company. Optimising Adwords can be time-consuming, tedious work but by avoiding these common mistakes, you can get some crazy clicks creating interest and conversation, and in turn, sales and profit.
Not Grouping Keywords Appropriately
In Adwords you can create campaign ad groups for different sectors of your business which you can manage separately, for example a product campaign or a content campaign. Ad groups are essential for Adwords to work effectively. Make sure that you don’t just put all of your keywords into one group, as no matter what the search term, the same ad will appear. It’s no good just thinking your ad being at the top of the page will have the impact you hope for. Each ad should be segmented around similar types of keywords, so that your most relevant ad appears for the potential customer. Your ad should ideally have the same phrases as the search term, with extra related information. Your ad won’t get clicks otherwise!
For instance, companies that sell a variety of different products have to differentiate between different ads. For instance, Ford sell cars such as the KA up to the Mustang, as well as merchandise and Ford experiences. Each of these sectors need a specific adwords campaign group based on what people are searching for.
You can’t please everyone, so specificity is essential. Engaging the whole world with your fantastic ad campaign would be amazing, but it just doesn’t work that way. Creating location-specific ads may be time-consuming but it will always bring in more qualified traffic.
Many customers are constantly on the go, and are most likely to visit a store within a day after conducting a local search. This means that if you’re not optimizing your ad based on your location, you could be missing out of a lot of immediate traffic.
Obviously engaging local traffic is of great value, however also consider other locations your product or business might prosper. People in different locations shop differently, for instance if you are an online retailer of expensive sofa beds or bespoke furniture, advertising in compact cities such as London, Birmingham and Leeds would be more effective than less condense towns. Income levels and lifestyle are also essential to take into account- specifying coastal towns when you’re an online retailer of boat equipment for example.
Identifying and focussing on negative Adwords terms can completely change your campaign. It could look like you are getting lots of clicks, but it may not be the kind of traffic you want.
Attempting to Cheat the System. Google Won’t be Happy
Prior to January 2005, searchers would often find that multiple ads of the same company, or a merchant and the related affiliates, were hogging the top of the search page. As user choice was restricted through this, Google banned multiple of the same ad appearing consecutively.
However, as the competition on Adwords got bigger, many businesses tried to add multiple accounts and sites, in order to have more than one ad on the results page. Unfortunately this obvious violation against Google’s TOS often takes a long time to be discovered, more often by competitors than Google itself. This leads people to get complacent and bend the rules further. It might work for a day, or sometimes longer, however when caught you could lose the ability to advertise on Google forever. It may be frustrating to see competitors get away with multiple ad servings (and of course report them), but don’t go to the dark side, it’s not worth the risk.
Being hyper specific with the Adwords that you use is an essential takeaway from this blog. However always remember that the bait you use to lure your customers in with is only as good the content they find at the end of the trail. Ensure your website is responsive, innovative and engaging so that your customers will have no trouble finding what they need.
If you would like any more advice on Adwords, or need any digital marketing assistance, please get in touch on 01189 100 012 or drop us an email on firstname.lastname@example.org .
For those of you who didn’t see on Twitter (follow us here to keep up-to-date), we attended Google’s Digital Garage event last week. The event was hosted by the Maidenhead Chamber of Commerce and we were invited as a partner of both Google and the Chamber. It was a thoroughly useful session lead by Gori , Head of Training for the Digital Garage, so we wanted to share some of the knowledge and tools covered.
If you are an avid reader of our blog I am sure you’ll know that there are many benefits of responsive website design, from improved SEO to future scalability, so we ensure that all of our new websites are responsive. For e-commerce in particular there is really no question, having a responsive site is key to driving sales.
Last week, Google globally rolled out one of the most significant changes to the layout of its desktop search engine results pages (SERPs) to date. The switch came with unusually short notice and had online marketers scrambling to work out what it means for them….
What are the changes?
The big change is that there are now no ads showing on the right hand side of the desktop SERPs with the exception of Product Listing Ads (PLAs) from AdWords Shopping campaigns, and the Knowledge Panel , where business information is displayed.
The new layout will continue to show three ads at the top of the page, with the addition of a fourth for "highly commercial queries". According to Google's official statement on the change:
“We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries. We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.”
There will also be up to three ads at the bottom of the page.
This brings desktop search results more in line with the look and feel of mobile search results, although mobile results will still typically show 2-3 top ads rather than the 3-4 ads on the new desktop layout.
What will the effects be?
Naturally, with such a major change, there will be concerns from advertisers, particularly regarding effects on CPC. With the number of ads shrinking from a possible 11 to a maximum of seven, some worry that increased competition for ad spots will lead to skyrocketing CPCs.
However, others predict that with the addition of the fourth ad, the greater opportunity to grab one of the valuable ‘top spots’ will help to suppress any CPC increases.
It is also worth noting that a substantial majority of ad clicks (85%+) had already been coming from the top spots rather than the side positions, and with an accelerating trend towards mobile searches over desktop, these changes should not cause the armageddon that some advertisers fear.
While we await solid data on the impact, we’ll be keeping a close eye on any effects - so watch this space for more updates and your Digity Account Manager will keep you updated on any direct impact.