Search and Web Analytics: Understanding the PPC model by Google to run your small business [Part 2]

search and web analytics

Understand Your Search and Web Analytics

In the previous post, we talked about PPC tips in order to run your small business successfully. In this post and the following posts,  we will continue talking about “Understanding the PPC model by Google”.

Search and Web Analytics

Don’t invest in just one channel: Make the time to research all options [Search, Display, Shopping (Mobile and Video)]

Generic Search Words: Unless you are using negative keywords, few websites benefit from the broadest search terms. Acquiring high traffic can be great but not if it all bounces. Generic Words will harm your site and not benefit you.

Capitalise on your Geography: Adwords and Google Analytics has a tool to identify your key converting geographical locations (especially useful if you run a ‘local’ business) – use this data to inform your marketing strategy.

Key Demographics: What are your key demographics? Using the same tools for your display campaign you can figure out the age, gender and many more useful facts that can help you target the right audience online and offline.

Check Google’s Best Practices: A reminder to not forget the obvious. Make sure your ads are in line with the guidelines and consider studying for the certification.

Data is the new oil: Use the tool to determine what searches are unique to your service – eg. if you deal with brands it can be beneficial to use these keywords to increase QS and click through rate.

Avoid Form Filling: It is outdated to have your customers fill in massive forms. Keep it simple. Ask them for their name & number or email address and contact them yourselves.

Test, don’t guess: This cannot be stressed enough. If your data shows disappointing numbers then a change might help – don’t wait and see – implement it and compare the new data that brings in.


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