Somewhere, deep within your computer, there is going to be an email database of every person you have ever spoken to in terms of your business. People mostly use this list in their email marketing campaigns, to try and sell them services through automated emails. And if you have ever received one of these emails before, you’ve probably just deleted it straight away – email marketing doesn’t always work.
So, how amazing would it be if you could target your Google Ads to the people you have already communicated with? Without sending them millions and billions of automated emails in the hope of a collaboration? Well, now you can. Welcome to the magic of Customer Match.
Google Adwords is constantly changing. You could go away for a week and return to find the entire layout has changed, so you’ll have to work your way around it from the beginning all over again. An example of this is that on Friday 19th February Google effectively ‘killed off’ right side ads, and now only shows ads at the top and bottom of the SERP. Additionally, on February 23rd Google announced that the normal text ads on AdWords were gaining a better sibling – the expanded text ad. If you currently have no idea what I’m talking about, and you are now looking at your screen in confusion – do not worry, I will explain.
Buyer behaviour has changed. Consumers no longer act in a linear fashion. The traditional approach may not be dead, but it is outdated. Regardless of whether you operate a B2C or B2B business, your sales funnel needs to react and adapt to this change.
In the traditional model, the largest number of leads enters at the wide top of the funnel. As they are pulled through the linear sales process from one stage to the next, more and more leads drop out along the way until only a small portion actually make it to the bottom, narrow part of the funnel to become loyal customers. In the traditional funnel, it is the salesperson who controls or guides the lead through the sales process, educating and qualifying the prospect along the way until the purchasing decision is finally made. (more…)
No PPC account is perfect, no matter how hard you work on optimising it according to the best practices, you could always miss something. Which is why it is important, on occasion, to take the time to audit your efforts. An audit can be carried out at any time, however, you should try to avoid an audit after a recent strategy change or account update, just so you’re not auditing based on skewed results. Of course it’s a good idea to audit if you are experiencing performance issues, and equally it may be a good idea to conduct an audit if the same person or team has been managing an account for an extended period of time. Your audit should focus of the following key fundamental areas: (more…)
The last few years have seen an idealised view of startups come to the fore, with movies like The Social Network and images of Silicon Valley telling us that those working at startups will spend their day tending to rooftop allotments, having meetings while sitting on beanbags and making organic salads in micro-kitchens as they code away on their paper-thin laptops. (more…)