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Digital Marketing for Dummies- Your top 10 Paid Search Strategies
Retail specialist Al Keck advises retailers on how to increase their business awareness in the way of paid search tips
Top 10 Paid Search Tips for Non-Profit Organisations
1) Apply for Google Grants You can apply for $10k a month of free advertising on adwords. UK based non-profits can apply, too! Apply here:
http://www.google.com/grants/
2) Create a Separate Campaign for Each of your Projects or Goals The idea is to group similar keywords together with closely matching copy and landing pages. In very simple terms, this provides a better user experience for visitors and Google rewards you with lower cost-per-click.
3) Copy Don’t use just one set of copy – test, test, test! Examples of things to test: same copy, different landing page; sentence case vs. title case; emotional copy vs. direct questions.
4) Site Extensions Grab as much screen real estate as you can with site extensions. These are additional lines to your ads that offer additional links and information to potential visitors and take up more screen space and help your ads stand out from your competitors.
5) Landing Pages Make good use of your landing pages – make sure they match user intent (don’t just drive people to your home page).
6) Google Adwords Use Adwords’ keyword tools to find more keywords and expand your current list, but keep it relevant.
7) Adjust Bids Geographically You can find out from the adwords interface how your ads are performing in different locations. If certain locations are generating traffic but never convert, then you can reduce your bids for this location or exclude them completely.
8) Adjust Bids Based on Best Times There are oſten better converting times of day, adjust your bids to make sure your ads are being seen at these times. On the flip side, you can also reduce bids on poorer converting hours or days.
9) Keyword Testing Test all keyword match types – when you are in receipt of the Google Grant you have more flexibility to test keyword types that might otherwise burn through an organisation’s budget.
10) User-Friendly Make sure your website is easy to navigate and it is easy for users to complete their goal.
We at ToInfinity tried these strategies with charity Winston’s Wish and we were able to achieve the following: • 11.9% increase in new sessions • 61% increase in click-through-rate • Improved Ad Position, from 5.2 to 4.8 with both local fundraising and volunteer local campaigns improving position more significantly by up to 37%
• 9.7% increase in new users • 5.5% decrease in bounce rate, currently 39%
It does work! For more information on Digital Marketing Advice, contact: 20 SGBGOLF
info@toinfinity.co.uk 01793 357224
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