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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What is the ROI on your Google Ads?

5 Common Google Ads Beginner Mistakes and How to Fix Them

When you are juggling a Google Ads account as a business owner, you are likely thrown into the fray by Google with little guidance. We have compiled a list of mistakes (and fixes) which we often see in self-managed Google Ad campaigns.

1. Using the broad match keyword type

Keywords are vital to show your adverts on Google, but you need the right ones – too broad and you will pick up irrelevant searches, too narrow and you will be limiting your chances of appearing to new customers.
An example, includes recent work for a local tree surgeon; they asked us to check their Google Ads account as part of our free account audits we provide.

With little experience, they used the broad match keywords which contained no formatting, so it appeared as ‘tree grinding’ – Broad match appears for synonyms, so they appeared to searchers of ‘tree grinder hire’, something they do not provide.

To fix this, we recommend using broad match modified with pluses in front of each word e.g. ‘+tree +grinding +service’.

2. Not using the Ad Extensions available

Ad Extensions allow extra snippets of information about your services and business. These range from your phone number, highlights (USP) and site links to other pages on your website.

Not utilising these extensions (which are free) can mean you miss out increasing the size of your ad to embolden its presence on the search results page.

We recommend always using the Call, Callout, Structured Snippet and Sitelink extensions. You can find them in the ‘Ads & Extensions’ tab at the side, from there the ‘Extensions’ tab at the top.

3. Only one Ad Group and one campaign in the account

Ad Groups allow advertisers to segment their products and services to create targeted adverts. Many of our clients who self-manage their Google Ads account did not use Ad Groups to their full extent.

Using one Ad Group in a single campaign when you sell multiple services is a no go – You will end up with a large group of keywords clumped together with little relevance, leading to a generic advert to cover all the searches it is going to pick up.

Increased Ad Relevance will lead improved click-through rates and reduce the average cost per click whilst creating higher quality click-throughs.

4. Poor final landing page URLs on the ad

Many self-managed Google Ads accounts just use their homepage as the only URL for the advert. This is not user-friendly, and Google picks up on this with its Quality Score system.

Let’s take an example, a national selling joiner who we have as a client sells kitchen cabinets but also sells wine racks. They sell two separate products via different pages on their website – it would make sense to send the person searching for ‘bespoke wine racks’ to be sent to the wine rack page rather than the general homepage about all of their products.

With Quality Score, a factor influencing this is ‘landing page relevance’. Best practice states that if you have a service page for that topic of keyword, use that page as your final URL in the advert as it will improve Quality Score.

Although, the main reason to consider is user experience – save the user trawling your website and take them straight to what they searched for.

5. Not tracking your clicks (which give you enquiries)

Creating an advertising campaign is one task, monitoring and analysing it using tracking code is vital to ensuring you are getting the most out of your money.

One way this is done is by tracking your website’s conversions, this could be a contact form completion, a brochure download or a transaction.

With tracking, you can monitor what keywords, search queries and adverts are leading to conversions. Using this data, you can plough more money into the keywords which work and remove the ones that do not convert.
Tracking can be implemented using Google Analytics Goals and Google Tag Manager or a third-party tracking software. It is best to ask your web-developer or consider professional Google Ads management if you do not have the time to implement this yourself.

Follow these steps to managing your Google Ads account and you will likely boost relevant clicks, reduce cost-per-click and improve your click-through rate.

Alternatively, consider opting for a managed Google Ads from a digital marketing agency like ourselves. We ensure your account is set up correctly, managed professionally with the latest practices and continually optimised to save you time to focus on your business goals.

What is the ROI on your Google Ads?

Google Ads Remarketing For Non-eCommerce Websites

In a recent article I covered Google Ads Remarketing campaigns focused on e-commerce websites. However, Remarketing campaigns can be applied to a wide range of websites where the aim is to generate enquiries for products or services and not to directly buy a product online.

Google Remarketing campaigns enables a company to remarket to previous visitors to their company website through a network of websites where you can display advertising images.

These advertising images provide a reminder of the company to the website viewer and include engaging text and images to try to persuade the visitor to return to the company website.

Google states that in 96% of first visits to a website, the visitor does not carry out a purchase or interact with the website on that visit. Its only on secondary and additional visits where the interaction levels are higher and Remarketing campaigns are an ideal way of generating those subsequent visits to a website.

Many websites have forms, which when completed are sent to the company enquiring about purchasing a service. For example, a Wedding Venue website may have a form where you can “Book A Private Tour” or a window manufacturing company may have a “Quick Quote” form where you can request a quote for wood manufactured windows.

In each case, you can not only remarket to the website visitors, but you can also have specific Remarketing campaigns for those that started the forms but failed to complete them. If the form is quite long you could use Remarketing campaign to get the visitor to “Request a Callback” where they can go through their requirements in a phone conversation rather than complete the form.

These Remarketing campaigns can target these groups of specific visitors to the website and represent a very cost-effective way of encouraging a high quality website visitor to return to the company website.

Furthermore, a remarketing campaign can significantly help to build brand awareness through the repetition of the advertising images being seen by the same person on a regular basis over a short period. When set-up correctly the advertising images are shown on a significant number of occasions across a wide range of devices and when not clicked through on represent free digital advertising.

Remarketing campaigns enable you to target high quality visitors who are already aware of you and your products or services. They represent a significantly cheaper cost than the original click-through cost and can generate a significant ROI.