host an online event

Host A Successful Online Event

In the current COVID-19 economic climate, one industry being hit the hardest is the events industry. Large gatherings are cancelled and the timeline for these bans is unknown, which makes this even more frustrating.

Thanks to technology, there are now multiple ways you can connect with your audience and ultimately, monetise your event. Here are some of our top tips to running online events like a pro.

 

Pick A Reliable e-Ticketing Platform

It is imperative that you pick a platform to allow people to buy a ticket or register for your event. It is absolutely pointless in applying a “hit and hope” methodology to your event, which is advertising it and hoping people will turn up. It is a much better idea to have a call to action that you can advertise (in this case, a link to your ticket page).

eventbrite online events

In our opinion, the best event platform to use is Eventbrite. It is very easy to manage from an organiser point of view. It is also very powerful and integrates seamlessly with Facebook and Instagram, meaning the user does not need to leave their app to buy a ticket (thus reducing the amount of clicks it takes to convert the visitor, which is a good thing). It makes it very easy to install a tracking pixel so you can count how many conversions are coming from that channel. It also carries huge weight in SEO terms, meaning that your event page will be more likely to rank at or near the top of search results. It provides in-depth reporting and insights. It allows free ticketing options, and also requires no initial outlay of money or a subscription from you. It simply takes its cut from your gross ticket revenue (and VAT if you are VAT registered) before depositing the amount in your account or PayPal. Though their fees are a bit higher than competitors, we think it’s worth it given the level of service provided.

Other cool event platforms we’ve used include Tito and Ticketsource. Remember, it is important to thoroughly research whichever platform you are considering using to ensure it meets your needs.

Be Social

 

social media online events

It might seem obvious, but put the work in when it comes to social media. This means a few things:

a) Get a hashtag going and stick to it
b) Use at least 6-10 hashtags on your Instagram posts
c) Tag people properly in your posts. There is nothing worse than a post with a list of speakers/performers etc., and not one tag, or worse, the wrong one. It helps your reach and familiarity amongst the people connected with your performers too.
d) Reply to each and every comment. I mean every comment, even the negative ones. Be sensible in your responses too. Use them as an opportunity to demonstrate that you are willing to go above and beyond for your attendees.

Essentially, you want your event to be advertised to as many people as possible, and in the modern era, that means social media. You will not only need time and dedication to capitalise on your social media audience, you will need a budget too. Put aside some of your budget for social media advertising, including boosting content that you share on your timeline. Know who you want to attend your event and target those people. Your event pages and social presence should instill confidence in your prospective attendees, so make sure it is treated with as much care and attention as you would give your website.

Be Visual

Online events, particularly webinars, can take some time to get used to. That’s why it is important to be visual as well as getting your spoken content perfect too. We find a presentation and/or video clips are very helpful in keeping the audience engaged. If you do decide to opt for a presentation, keep the following tips in mind:

a) Don’t have too much text on slides. Infographics or images work far better.
b) Tell me as well as show me. The slides should only contain the headline points, and you should be able to elaborate on these in detail.
c) Stick to your time limit. Don’t let this turn into a wedding speech that drags on for ages.

If you have performers in your event, make sure they are easy to see with little or no distracting objects in the background.

Have A Script Ready

Of course you want to be as natural as possible when you speak to your audience, but having a script, structure or running order is imperative to ensuring the event is a success. It will help you ensure you cover all the points you want to talk about, and also will help you stick to your time limit. Remember, everyone’s attention span has a limit, and it is important to ensure your event doesn’t drag on needlessly. It is also helpful to have a script in case something unexpected does arise, as it allows you to get back on track seamlessly.

Ensure You Have Good Wi-Fi

It might seem like an obvious point, but it is crucial. Make sure you have a strong wi-fi connection on a stable network. It might be an idea to make sure other unnecessary devices, such as phones and TVs that are not in use for the event, are not connected to the network at the same time you are hosting your event. Bad connections mean the visal feed or sound can drop out, and that is not the experience you want to deliver to your attendees.

Online events can be hugely successful, particularly in the Coronavirus climate, so make sure you market them to their full potential. There are endless opportunities to create some engaging and memorable events. Get creative and use your expertise to decide what you want to deliver, how you want to deliver it and then fill those (virtual) seats. There has truly never been a better time.

To find out more about how to maximise your event, call us or fill out our short contact form for a free, no-obligation discussion. 

Working From Home Drive Sales

Drive Your Online Business Sales Revenue Remotely

Working remotely as a result of Covid-19? Use focused digital marketing activities to drive sales and combat slumping revenue.

You may find yourself working remotely and feel restricted in terms of how to combat slumping revenue and sales and whether your job or livelihood will remain intact. 

One huge positive is the fact we are living in a world where we can work, communicate and sell online.

Consider the following ways to boost your businesses profile, sales and conversions (such as contact form completions, brochure requests, call back requests) through digital activities.

Working From Home Drive Sales

Build Your Brand Awareness

Before focusing on driving your sales, establish your business as a trusted seller/service provider in its space.

This does not just mean investing in paid ads on Google and social media. It requires you to ensure that your website is adhering to SEO best practices. It means you need to create relevant compelling content and distribute it frequently, whether that’s videos, blog posts, images, podcasts or whatever formats your customers like to consume media. It means spending time daily “social listening” to understand your potential customers’ issues, motivations & behaviours and jumping in on that conversation in an authentic way.

Having the best website in the world with the best UX is rendered null and void if nobody knows who you are. There are a range of digital tools & activities to help build brand awareness online. Invest the time and you will reap the rewards.

Email Marketing

Email has consistently proven itself to be the highest returning channel of digital marketing. A 2019 study by the DMA found that for every $1 spent on email marketing (eg. lead generation, email automation platform subscription etc.), there was an average return of $42.

On top of the massive potential for return, email marketing allows you to exert the most control. You are responsible for generating the high quality leads (in a GDPR-compliant way). This means you can build relationships with those leads. You communicate directly with your customers and can inform them of sales, discounts or some behind-the-scenes stories. You are not at the mercy of algorithms and you will always own that email list.

If you connect your email marketing automation platform (eg. Mailchimp) with your CRM and/or eCommerce platform, this means you can segment your list and send customers highly relevant content/discounts based on their purchase behaviour. This is vital to keeping your email list engaged and will lead to a lower Cost Per Acquisition too.

Email Marketing Drive Sales

Search Ads

Search ads capture your customers at a different stage in the buying process. The first of which is the “awareness” stage, the importance of which we have already discussed.

Next up is the “consideration” stage, and this is where search ads really shine. If a customer has taken to Google to search for a specific product or service, this means they have moved on to the consideration stage. Search ads will allow you to firstly appear at or near the top of the search results page. Secondly, search ads allow you to drive highly relevant traffic to highly relevant landing pages. Finally, if your website is fast, your landing pages relevant and your UX in good order, this will dramatically increase your chances of a website visitor converting there and then.

As search ads are usually charged on a Cost Per Click model, with clear adcopy, you will only pay for traffic that is interested in your product or service.

Google Shopping

If your business sells physical products online, Google Shopping will drive intent based shoppers.

Google Shopping ads now drive 76.4% of retail search ad spend, generating 85.3% of all clicks on Adwords or Google Shopping campaign ads. Long story short, you need Google Shopping if you’re an eCommerce business.

The integration of Google Shopping and your website/eComm platform is often what puts businesses off venturing into this territory, but many of these platforms provide out-of-the-box integrations. You can also hire an agency or developer to take care of this for you and to ensure that your data feed is optimised. However you decide to approach it, Google Shopping is well worth implementing.

Try a range of channels

When it comes to online shopping, it typically takes 3-5 “touchpoints” for a visitor to convert. Therefore, it is important to identify who your customers are, where they spend their time online and direct your time, money and efforts there.

Analytics and insights are crucial to be able to gauge where you are getting the most return, so you should be digging into these at least twice a week. Look at what pages have the lowest bounce rate/highest time on page, and where your traffic is coming from. Check the demographic info and also the interest category and in-market reports, all of which are available on Google Analytics and most analytics packages. Knowledge is your competitive advantage, so gather as much of it as you can and use it to build a profile of your customers.

Remember, technology can and will help you prevail in this time of uncertainty, particularly when it comes to marketing and sales. Capitalise on the resources available, and you will continue to prosper. 

If you need a helping hand along the way, contact Webresults and let us help you bring your business to the next level. Call us or fill in our contact form today.

Web Analytics Explained

 

Web Analytics can be defined as the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising Web usage. In essence, it is all the information gathered from your website, to be used as a basis for future optimisation. 

Web analytics tracks so many different types of website data and analysing these will help you to make informed decisions on website design and optimization, and ultimately maximises your return on investment (ROI). 

Some of these are:

Page Views: Called ‘hits’ or impressions a lot of the time. This metric will show you the amount of times your site has been viewed within a certain timeframe.

Entry and Exit Page: This will show you what page a visitor landed on and what page they left your site from. It is a good metric to look at as it may help you understand why people are leaving your site.

Bounce Rates: This is the percentage of ‘single-page’ sessions, which refers to the amount of people that visited your site but left without interacting with it.

Locations: This shows where the users are viewing your site from. It can be very useful for marketing and strategic purposes.

Device usage: This shows whether a user is viewing your site on a desktop or mobile device. Again, this can be very useful for marketing purposes, and can also indicate whether your site is mobile friendly, which is critical to modern-day internet businesses and websites.

Organic vs. Paid Sessions: This metric will show you how users got to your site, whether they clicked one of your ads or just simply found you through the Google search. This is important in terms of developing your channels and identifying where you are getting the most return.

Search Queries: This shows what people are words people are searching that bring them to your site, it is very useful when adding keywords or negative keywords. 

Users by gender or age: These metrics are both very useful for marketing as it will help you design your ads appropriately.

 

Web analytics takes out any guessing you may have done in the past and shows you exactly who is visiting your site, what they do when they are there and how they ultimately got there. Keeping track of your web analytic is so important to stay relevant and on top of your respected sector. 

What does a PPC agency do? – Here are 5 things a PPC agency should do for your business.

A PPC agency is there to take all the weight of Pay Per Click ads off your shoulders, and this is not just exclusively setting up a Google Ads campaign for you. It should include all of the ad strategies, design, SEO and the constant analysis of how your ads are performing.  Agencies will do this by taking care of the following tasks on your behalf:

 

  • Keyword Research

Understanding how people are searching for products or services is essential when it comes to PPC. An agency will keep up to date on these ever-changing trends to make sure potential customers will see your ads when they search for a product or service you provide. 

 

 

 

  • Landing Page Design 

 

A landing page is the first page a potential customer sees when they click an ad. These pages are the most important part of a website as they are the deciding factor on whether the consumer stays (and potentially converts) or leaves the site as quickly as they’ve arrived. Designing these pages is an art which PPC agencies should have mastered. A strong landing page will increase your sales and therefore your ROI.

 

  • Targeting Channels

 

Deciding where you want to advertise can be extremely important depending on your product or service, whether this is Google Ads, Display Ads or Social Media. A PPC agency will be able to decide what channel is the best fit for you. 

 

  • Competition Analysis

A PPC agency should always be looking at what your competitors are doing, whether this is the type of ads they are running, the keywords that is giving them the best results or where they are advertising. Keeping on top of the competition is essential in discovering any potential gaps and how to optimise them to increase your ROI.

 

  • Campaign Optimisation

 

Constant monitoring of your campaign structure and optimising based in your top performing keywords is a must. Think of it this way, if 15% of your keywords are bringing in 90% of your business then you would want to focus most of your budget on them to maximise your ROi

 

The overall main goal of a PPC agency is to get your ads to where your customers will see them, which should then increase your sales and therefore overall profits. 

If you are interested in talking to WebResults about your Google Ads or Social Media Ads call or email us today for a free account review and find out what we can do for you.  

PPC trends – 4 things to expect in 2020

 

As you are probably aware, Google love to keep us on our toes! It is important to keep on top of these changes in order to make sure you are getting maximum from Google. Here are 4 trends that we believe will become more prominent in 2020.

 

  1. Much more Automation in Google Ads

Having computers do the work for you sounds great, doesn’t it? While this may be true to some degree, PPC advertisers need to be careful about how far they go with this. This will be the year that we need to meet AI head on and use it to drive ourselves forward. If not, your business could fall behind and end up playing catch-up.

 

Google Ads has been encouraging advertisers to let them take the reigns on their campaigns. This is helpful to a certain degree. What you have to remember is that Google want as many clicks as possible, because at the end of the day, it’s how they make their money. So, what we advise is to not give them complete control. Create your own Google Ads custom rules to optimise bids, budgets, marketing lists, etc. and that way, you can use automation to ensure you get the best value for money.

 

  1. Optimisation score now includes Display campaigns

Starting in December of last year, Google Ads have expanded their optimisation score to include Display campaigns, as well as Search and Shopping campaigns. It works in the exact same way as previously with scores ranging from 0% to 100%. An optimisation score of 100% means your campaign is running to its full potential.

This change ties into the increased volume automation in Google Ads and, as said before, it can be incredibly helpful for advertisers but only when used correctly. Don’t get sucked into thinking everything Google recommends is for your benefit. Remember, Google wants to make money too.

  1. Improved Audience Targeting/Segmentation

Audience targeting or segmenting refers to the ability to choose who exactly sees your ads depending on their location, age, sex, buying habits, clicking habits and a whole range of other factors. With the help of ever-improving AI, Google Ads is making this a lot more efficient and therefore, they have made it a lot easier for PPC advertisers to target exactly who they want.

In 2020, Google Ads will continue to grow their machine learning which will help us create highly personalised ad campaigns and improve your target market strategies.

 

  1. Rising CPCs (Cost-Per-Click)

One negative trend that we expect to see for 2020 is an increase in CPC.  Google has 5.6 billion searches per day, and this number is only growing. Thus, using Google Ads as your main marketing tool is essential. SERPs (Search Engine Results Pages) are becoming more competitive and organic searches becoming harder to find. This means that big corporations will simply increase their spending on keywords and therefore, drive up the average CPC for everyone else.

 

Google’s forever changing trends can be a bit daunting to get your head around. If you find yourself stuck, confused or overwhelemd, maybe it’s time to think about outsourcing to an agency. If you choose the right one, we guarantee you will see an increase in productivity and ultimately an increase in ROI.

If you are interested in talking to WebResults about your Google Ads account, call or email us today for a free account review and find out what we can do for you.

All getting a bit too much? Here are 3 reasons why you should consider outsourcing your Google Ads management.

 

 

Managing your Google Ads takes time and dedication. As you grow, this workload is only going to get bigger and bigger. So, maybe it’s time to outsource it to a dedicated Google Ads company such as WebResults. Here are some things to keep an eye on if you want to maximise your ROI. 

 

  • Time

 

 

 

As I just said managing your Google Ads takes up a lot of time and effort. As your business grows you may be finding yourself dedicating too much time to your Google Ads management. Advertising online is essential but running a business involves so much more than just that. Outsourcing the maintenance and management of your PPC management could free up essential time you could be dedicating to getting new clients and therefore growing your business.

 

 

  • Cost

 

 

While you may think the resolution to your problem is just hiring a new in-house marketing manager, it might not be the right fit. Sit back and evaluate it. You hire one new marketing manager, pay them a salary, benefits etc. You may have to train them in on your systems and they may have to get up-to-date with Google Ads. If you outsource this to an agency, they will have multiple people working on your account, they already know their systems and they are already Google Ads experts. This is something you will have to take some time to calculate but more often than not it can work out costing the same amount and again it will free up your precious time.

 

 

  • Falling Behind

 

 

In reality most SMEs are outsourcing their digital marketing management. Keeping on top of all the constantly changing trends and strategies is what will keep you ahead of the competition. Specialised agencies will always be on top of these ever-changing trends and therefore should keep you competitive. At the end of the day, they are experts.

 

So, whether you’re finding yourself using up too much precious time, spending too much or falling behind your competitors, you really need to take a step back and think “should I just get an agency?”  If you choose the right one,we guarantee you will see an increase in productivity and ultimately an increase in ROI.

If you are interested in talking to us about your Google Ads account, call or email us today for a free account review and find out what we can do for you.

Google Shopping Optimisation Tips

Top 5 Tips To Optimise Your Google Shopping Feed

It’s the festive season, and for eCommerce businesses, that means one thing; It’s “Go!” time.

 

Google Shopping has proven itself to be invaluable to retailers. According to a Smart Insights, Google Shopping ads (also referred to as Product Listing Ads) now account for 76.4% of all retail search ad spend, and are responsible for over 85% of all search ad clicks in the retail sector. They are powerful statistics. So, whether you’re selling Christmas jumpers or car parts, it is crucial that you optimise your Google Shopping feed and campaigns to give yourself the best chance of converting high-intent traffic. Here’s our Top 5 Tips to get your Google Shopping feed optimised for this holiday season.

 

1. The GTIN (Global Trade Item Number)

Though this is not required for every product (eg. multi-packs of items, custom products, antiques etc.), the GTIN is key to the optimisation process. Why?

When a customer is looking for a product (eg. Nike Air Max runners), Google uses the GTIN from the supplier’s catalogue (Nike), and puts your ad into an auction with other resellers. From there, Google will pick up on the product attributes defined in the supplier’s catalogue and will override any changes or optimisations made in your feed.

Google Shopping Red Nike Airmax

The GTIN can also help you rank in searches that contain words like “top”, “best”, “most popular” etc. Google uses the GTIN to identify which products have the best and most reviews (and generally relies on third party review sites like TrustPilot), and uses these to rank the products.

Google Shopping Smart TV

2. Product Titles

This might seem obvious, but product titles are key to success with Google Shopping. When you are building out your products to upload them to your feed and/or website, we would recommend tackling the product titles last.

The reasoning for this is that, if you have all the other product attributes optimised first, you will then have a clearer idea of what features should be mentioned in the title. However, it also depends on what product vertical you are in. As the below infographic from datafeedwatch.com shows, you should structure your title in certain ways depending on your product type.

Google Shopping Optimise Product Titles

It is wise to ensure that important keywords are included. Compile a search term report to see which queries have converted and try to use them in your titles.

PRO TIP: If you really want to hone in on what keywords are the most effective for your store, conduct some keyword tests in your feed. Also, you should be mirroring product information from the website, so when users click the ad, they will find the same information on the site.

 

3. Accurate Colour Attributes

It used to be best practice to simplify the colors of your products to something a user would be more likely to search for.

As an example, if a tshirt was labelled “pomegranate”, you might have changed this to “red”. However, now your ads will be disapproved for mismatching landing page information. Google crawls the micro data on landing pages and will match the colour attribute in the feed to the colour value on the landing page.

4. Enable Dynamic Re-Pricing

Competitive pricing is vital to your eCommerce strategy.

There are dynamic solutions to help keep up with the price fluctuations in the shopping space. If you are using a third party solution like Wisepricer, you will be able to use their tool to run daily price checks to see how your pricing is compared to your competitors.

If you want to use a feed optimisation platform, you can label your products according to their price. For example, you could use labels such as “high” “medium” and low, depending on the price of the product. Then, in Google Ads, you will be able to up your bids on products that are competitively priced, and reduce your bid on those products that are higher in price and thus, less competitive.

Be careful when using this strategy however, as it is not ideal for all product verticals. Also be aware that if you convert a customer on one day and the next day, they see the same product on your site for a lower cost, they will not be happy.

 

5. Product Images

Images are absolutely crucial to your Google Shopping feed. When a potential customer searches for a product, their first thing they see is the image.

Here are some key points to for making sure your image link is optimized:

  • Use high resolution pictures
  • Make sure the variants match the picture (colour, size, material etc.)
  • Look out for text over the picture (watermarks, sales, manufacture parts numbers)
  • Test product images vs lifestyle images, as below (to find which works best for your brand)

Google Shopping Product Images

Are you considering Google Shopping for your business, but don’t know where to start? Call or email us today and let WebResults help you get your Google Shopping feed and campaigns up and running in no time.

SEO SEM Searches

How Do SEO And SEM Work Together?

We are often asked by clients, “If I am already paying for ads, why should I bother with SEO?”. It’s a fair question, as is the reverse; If you are ranking very strongly in organic search results, is it really worth paying for Ads?

However, investing in both SEO and PPC advertising (also known as SEM) simultaneously can dramatically increase your business’ revenue, traffic and conversions.

First of all, it is important to highlight the differences between organic search (SEO) and paid search (SEM/PPC).

Google Ads and SEO services

SEO/Organic Search:

Search Engine Optimisation is all about the long-term health of your digital presence and strategy. If you follow SEO best practices, your site is more likely to appear in organic (unpaid) searches.

SEO is the foundation of good SEM (Search Engine Marketing) and when you have them harmonising perfectly, you will drive high-quality traffic and leads as well as improve your site’s conversion rates. SEO incorporates everything from using keywords throughout your site to the User Experience and performance of your site on mobile.

Once you have an SEO-friendly site and sponsored ads that are using the right keywords, you have a better chance of showing up at the top of paid searches. But you need to have your SEO in place in order for Google to see you as a credible website.

SEM/Paid Search:

One of the biggest strengths of SEM is that it can deliver success and growth quickly. If your website/business is reasonably new, you can prioritise your paid search efforts first, as it can take a while for SEO rankings to become established. However, do not ignore your SEO during this process. Think of SEM as a platform to launch your search efforts, and SEO as a way of maintaining a strong and healthy digital presence.

It is important to note that having PPC ads running does not do anything for your site’s SEO. However, by improving your SEO, you can make your PPC costs more efficient.

How Do SEO And SEM Work Together?

In very simple terms, if your organic rankings are strong and your paid efforts are optimised, you will dominate Google’s SERP (Search Engine Results Page).

For example, if your business sells hammers as its main product, prioritise hammers (and associated terms such as “claw hammers”, “mallets” etc.) in your keyword strategy, both in an organic and paid context. What that means is, make sure your site pages are built with your priority keywords in mind. This includes everything from your page content to your alt, image and meta tags, captions, URLs, etc. This will improve your organic search results.

But what’s the point in appearing twice on a search engine page?

Paid search ads help you recover any missed opportunities. A study by Google found that when search ads for a keyword were paused, approximately 89% of traffic generated by these ads were not replaced by the organic rankings. That means that, even if your site is ticking all of the SEO boxes in terms of keywords, it’s very possible that you will be missing valuable traffic and thus, potential customers.

By relying on PPC, you’re recovering clicks and interest from searchers that you might have otherwise missed. Even if you aren’t ranking #1 naturally, PPC can help you draw in traffic from those looking for your products or services, often at a small cost.

Remember, by the time a person is conducting a search on a product, they have more than likely reached the “intent” stage and are asking to be converted. That is why search marketing is so important and so valuable.

Conclusion

While SEM can help deliver fast results, SEO is imperative to building and maintaining a successful digital marketing strategy for your business.

By following SEO best practices, you will not only enhance your chances of ranking organically in search engine results (thus driving free clicks to your site), but it will also lend your site credibility in the eyes of Google (which is the primary search engine used by approximately 81% of the entire web population). This means you will see higher levels of valuable traffic on your site and thus, bring your business to the next level.

Are you interested in Google Ads, SEM or SEO services? Contact us today at info@webresults.ie and talk to our team.