Website Visitors – Its NOT The Quantity It’s the Quality

Website Visitors – Its NOT The Quantity It’s the Quality

I recently attended a presentation on why search engine optimization (SEO) is a good value investment for company websites. The presenter demonstrated their company’s SEO ability by showing the increase in the number of visitors from a period before the work was carried out, to a period after the work was “completed”. Figures from 35% to 248% were given out which sounded fine.

However, there are 2 major issues to be aware of:

Firstly, additional visitors to a website, whilst might be helpful, isn’t always the right measurement because the true measure should be the quality of the visitors and how they interact with the website.

To illustrate this point, I once spoke to a managing director of an Oxford engineering company who was happy that is website received over 1,000 visitors a month and as a result said he didn’t require SEO for his website. He soon became a client, once I pointed out to him that just over one-third of is visitors were from China and had a 95% bounce rate.

The quality of the visitors can be measured in a number of different ways including looking at how they use the website and how they interact with the website – e.g. how long do they stay on the website, how many pages are viewed, AND crucially do they respond to the “Calls To Action” on the website and contact the company.

Secondly, cost-effect SEO is an ongoing process, not a “one-off” event that can be “completed”. Certainly, most websites will benefit from some SEO work being applied but the true value will appear from an ongoing program that enables the website to have continuous SEO applied.

This work can then reflect the many updates by Google who continually change the weightings that affect the factors that they measure to determine the search engine positions. Competitive factors can also be incorporated, as well as a methodical ongoing testing to see what works, what doesn’t and what can be improved, and make changes accordingly.

SEO can provide a very good ROI on marketing funds but to demonstrate its value you must apply it correctly and measure the critical KPI’s. Just like in a football match dominating possession with over 75% counts for nothing if you lose 2 – 1.

If you would like to try SEO to see how effective it would be for your company website, with measurable ROI and KPI’s, get in touch with Website DNA.

Google Ads For Wedding Venues

Google Ads For Wedding Venues

Wedding venue marketing in Oxford, Aylesbury and High Wycombe

Google Ads campaigns, when managed and optimized correctly, can provide a significant return on investment for wedding venues trying to gain more bookings.

For many wedding venues, they have attractive websites with a considerable number of photos of both past weddings and the splendors of the venue. Whilst prospective bride and groom venue hirers may be impressed, there is a significant number of venues which provides intense competition. Unfortunately for the venue having a good website is not enough to guarantee sufficient bookings.

Many venues have an average visibility in the organic search engines in their immediate area, but once outside that, they often don’t appear and yet still want to attract prospective hirers from greater distances from their location.

This is where Google Ads campaigns can have a dramatic impact allowing wedding venues to appear high up on page 1 of Google in targeted areas, not necessarily in their immediate area.

Furthermore, a professionally managed campaign can have on-going optimization providing a steady flow of prospective wedding venue hirers enquiring and visiting the wedding venue.

At Website DNA we manage Google Ads campaigns for 8 different venues throughout the UK and provide a very attractive cost per acquisition (CPA) of prospective hirers visiting the venue. We statistically measure the number of online private viewings that are booked and have been derived from the Google Ads campaigns. The venue knows from their own statistics how many prospective viewers they need for every 1 booking they receive. As a result, they can calculate the CPA for each booking derived from their Google Ads campaign.

They then can compare the Google Ads CPA with other sources which generate bookings, and more often than not, the Google Ads campaigns comes out very favourably. Not only do the Google Ads provide a low CPA but they also generate a high volume of bookings becuase of the quality of the Google Ads visitors, which is critical to a wedding venue.

If you are a wedding venue looking to generate a high number of bookings at a low average CPA get in touch. If you already have a Google Ads, we provide a free review with recommendations for improvement and if you are new to Google Ads, we can provide a free £120 voucher so that you can try it with no obligation to continue past the trial period.

Contact Website DNA at digital@websitedna.co.uk or on 07969 892972.

What is the ROI on your Google Ads?

What is the ROI on your Google Ads?

At Website DNA we get a regular flow of enquiries where companies want a review of their existing Google Ads campaign, which we provide for free. Many of these campaigns are managed for the company by a professional marketing agency. Prior to starting the review, we need to know 3 vital elements:

1. We need to learn more about the company.
2. What they are trying to achieve with their Google Ads campaign.
3. How they measure the return on their marketing cost.

Whilst the first two are easy, many do not have in place any method for measuring the return on their Google Ads marketing expenditure.

When we ask “How do they know if it is profitable if they don’t measure it?” – we receive answers varying from “We get a lot more visitors to our website” to “We think it generates more online transactions”.

At Website DNA, wherever possible, we aim to measure the performance of all our Google Ads campaigns to demonstrate their profitability to our clients and we currently manage over 90 pay-per-click campaigns. As we don’t tie any client into any time contract, we use our results-driven approach to retain our clients and have retained 85% of clients who started with us 2 years ago.

To measure the profitability of a Google Ads campaign there are numerous different ways, depending on the objective of the company’s website. For some it is straight forward, where for example, a company wants to measure how many online transactions are completed or where a service is booked online. By looking at the revenue generated from Google Ads generated customers and accounting for the marketing and product costs the company can work out a return on investment (ROI).

For other companies it may be to complete a form, which may be for example, a leisure centre offering free activity trial passes or a country house showing prospective wedding couples around a reception venue. In the case of the leisure centre, it will know how many trial passes it needs to give out to convert 1 into a new paying member signing up.

Likewise, for a country house wedding venue it knows on average, how many couples it needs to show round the property to get 1 signing up and the average value of the revenue generated.

Once again, they both can look at the return on investment.

It is vital that companies measure the return they make on their Google Ads expenditure. Not only does this show the profitability of the campaign to the company, so that it can work out how best to allocate its total marketing budget, but it also shows the company how well the professional managed agency service is performing.

If you have a Google Ads campaign and you don’t know how well it is performing, speak to Website DNA for a free professional review with recommendations on how to improve it.

Google Shopping Ads: The Importance of Google Merchant Center

Google Shopping Ads: The Importance of Google Merchant Center

Google Shopping ads show above, or to the right side of the text ads on the search results page. The ads include a product image, title, description, company name & price – taken from the information you submit into the Merchant Center data feed. The successfulness of the shopping ads is largely dependent on the quality of the Merchant Center.

Merchant Center

The Merchant Center is an online dashboard where you can manage and edit the products you’re selling via Google Shopping. The main use of the Merchant Center is to upload and maintain product information which is then displayed within the Ads.

Data Feed (Spreadsheet)

Google Shopping uses a data feed, submitted into the Merchant Center, to access the correct information when displaying the product ads. The data feed is spreadsheet file that contains the details of the products you are selling.

Google has various required & optional fields you submit for each product when creating the spreadsheet and it is the quality of the spreadsheet content that impacts the performance of the Google Ads campaigns.
Diagnostics (Re-process feeds)

The diagnostics section displays any outstanding issues within the Merchant Center, such as expiring & disapproved products. You can view the number of items that are currently active, disapproved, expiring or pending. Google will provide a reason if products are disapproved and direct you towards a solution in Google Help.

The data feeds must be re-processed at least once every 30 days to avoid products expiring and eventually becoming disapproved. You can submit feeds manually or set up scheduled fetches by entering the desired frequency, timing and location of the feed.

Google Ads

The Merchant Center account must be linked with a Google Ads account to set up the Shopping campaigns. From the Google Ads dashboard, you can separate and organise the products into campaigns and ad groups (e.g. brands/price/material/flavour etc.).

To achieve the best results from Google Shopping, you should continually optimise the campaigns. By using conversion tracking to measure the total transactions and profit produced by Google Shopping you can assess the return on investment of your Google Ads Account.

Google Shopping can be a cost-effective advertising tool for companies selling products online. However, it’s important to ensure the Merchant Center is optimized effectively to get the best results from the Google Ads campaigns and increase sales for your business.

At Website DNA, we professionally manage Google Shopping campaigns & Merchant Center accounts. We offer a FREE review of your Google Ads & Merchant Center accounts, please visit our Google Ads page on our website or contact us (digital@websitedna) for further details.

What is the ROI on your Google Ads?

Why Try Google Ads – Conversion Tracking

Many companies find measuring the performance of their marketing spend e.g. radio ads, magazine ads, etc. very difficult, if not impossible, and as a result they don’t know what types of marketing work and what doesn’t for their company.

Google Ads provides Conversion Tracking which enables you to measure the value of those visitors that it brings to the website. You can then compare the cost of the Google Ads campaign with the value it has generated to work out an ROI for your Google Ads marketing.
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