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StephenC

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About Stephen

A senior Marketing professional with extensive B2C to B2B International experience in large organisations and start-ups. Industry sectors include Government, Automotive, High Service Level distribution and manufacturing. A CIM marketing professionals guest speaker and trainer.
5 08, 2016

PPC Marketing £2 Made For Every £1 Spent Really?

By |2019-01-30T21:20:49+01:00August 5th, 2016|AdWords, Blog, Keyword Research, Keywords, PPC, SEO|0 Comments

PPC Marketing – Where Do You Make Your Money?

PPC Marketing – Jupiter Research a Forrester Research company said that 81% of users find their desired destination through a search engine. Broadly speaking, you need to be in the top of the SERP (search engine results page).

PPC marketing is still a relatively new concept and from the outside looking in it can look a bit daunting. What with it looking like a war zone with multiple companies trying to outbid each other on keywords to get their ads to the top. There are many more business not doing PPC Marketing than there are, so therefor Google and Microsoft stand to get even larger in size.

But its important to be aware of whether or not it is right for your business. There have been multiple success stories when it comes to PPC, but it has also seen its fair share of companies who haven’t seen success with the advertising platform.

I want to share with you some amazing statistics before I get into the good & bad of PPC Marketing.

When it comes to AdWords, businesses make an average of £2 in revenue for every £1 they spend PPC Marketing on the platform.

Organic results are 8.5x more likely to be clicked on than paid search results! However, PPC holds a slight edge in conversion rates, as paid search results are 1.5x more likely to convert into sales or email sign-ups for example than organic search. After all the average click-through rate for a Google ad is 3.16%

While those may be huge positives, let me share with you what I found to be the bad points of PPC……

The Bad

It can get very expensive

PPC Marketing costs money, after all its in the title Pay Per Click, you pay up every time someone clicks on your ads. Depending on your experience with the advertising medium it can appear like you are burning cash with no return on investment. So it is essential and good practise that you have defined objectives before you start. Keep your PPC objectives and strategy at the forefront of your mind. What is your CPC (Cost Per Click) target. Even then with the fact that you are bidding with hundreds of other companies for keywords – costs can still skyrocket if you want to see your ads in the top 3 of the first page in Google or Bing.

As an example, “Insurance” is the most expensive keyword at £55 per click! Now can you imagine if 100 people clicked on your ad. That would end up costing you £5500!

Of course this is all relative depending on the size of the business and how much a conversion is worth compared to the PPC spend. Another essential element of effective PPC management is knowing how much you are making in profit margin terms. The product or service you are advertising will have a profit and this should be included as a goal to measure against your PPC efforts.

Did you know, a YouTube homepage ad can cost on average £4,000!

Constant management

One thing a lot of companies don’t realise is the constant management required to run effective PPC Marketing campaigns. A lot of companies start out not knowing this fact and believe it is a set and forget job, burning cash and not achieving results in the process.

For small companies this can be a problem as they usually do not have the resources or time to allocate to manage PPC on an ongoing basis. Many get disillusioned and will say ‘it doesn’t work after trying it briefly’.

Keeping up to date

This almost ties into the previous point in some respect, as being on the ball with PPC Marketing will make sure you are aware of the latest updates and changes. Looking at AdWords for example and Google being Google, they are constantly updating the algorithms and if you are not aware of the changes until its too late, then your campaigns suffer. A good example is Google expanding the character limit for text ads. If you weren’t made aware of this, then you’ll be losing out as your competitors will be one step ahead of you, all because they are constantly aware of what Google have planned and act upon it.

The Good

Instant results over SEO

It’s a fact that SEO takes times before any improvements or changes take effect within the search engines. While that’s not necessarily a bad thing, its not great if you are looking for results in a short space of time.

This is where PPC Marketing comes in! you can put together a campaign with ad groups, keywords and ads – set it live and the next morning see results from the get go. These may mainly be impressions and only a few clicks but results nonetheless. Getting these results instantly also enables you to make changes whereas you would have to wait for SEO to take effect before seeing if you need to make any improvements.

That’s not to say you should neglect SEO entirely, as they both go hand in hand in improving your visibility.

Data, data and more data!

Using AdWords as an example again, there is so much data you can pull from campaigns that help you make smarter decisions and optimise effectively. Data like quality score, average CPC, average position, impression share, % impressions lost and the rules around these.

As an example of how data heavy PPC Marketing can get, the Google Display Network serves about 180 billion impressions (views of an ad) each month, which is about 6 billion a day!

You can also pull data from Google Analytics to find out the effect the campaigns are having on traffic, bounce rate and new sessions.

Some may also see this as a negative because of the overwhelming amount of data, but I like to look at it in a positive way. The more data means the more opportunities you have to make smart decisions that improve your campaign and therefore improve click-through and conversion performance.

Specific Customer Targeting

This is great for businesses of any size, location and target market.

For example you can specify locations down to individual counties which is great for local businesses, this means you won’t waste money from clicks by individuals who are not in your location.

Another great feature is the ability to schedule when your ads are shown. Like the previous point, it helps to reduce click wastage by making sure your ads are shown when your target audience is at its most active.

Conclusion

I have aimed to provide a completely even view of the benefits & negatives of PPC Marketing, to summarise it works for some companies and others not so much. It requires diligence, understanding and real commitment to see true results that become conversions for your business.

If you find that the process puts you off, then we would love to help manage your PPC and show you just how successful it can be for your business. We have years of experience and proven results! If that interests you Click Here!

Some further reading we would recommend includes :

  1. Microsoft Adwords
  2. Google PPC Adwords
  3. Digital Glossary

We are currently making an offer that will enable the

15 07, 2016

Digital Web World Content Calendar 2016/2017 Free Download

By |2019-01-30T21:20:49+01:00July 15th, 2016|Content, Download, Resources|2 Comments

Your Seasonal Guide to Content Marketing Success!

If you struggle to create engagement with your readers or struggle to drive traffic to your website, you may need to create an effective content marketing strategy.

But how? You ask me. It is not a process that can happen overnight. Creating content shouldn’t be taken lightly, it needs research and constant analysing to get right.

What people tend to forget is planning for the seasons, events and months. Many users love content that is relevant to something. For example, when the Christmas period is two-three months away, you should already be planning your Christmas content marketing strategy and have a detailed plan of when and what is going to be posted.

The Difficulty of Creating an Effective Strategy

It can be difficult to create a detailed strategy and stick to it, we understand a lot of businesses don’t have the time or resources to allocate, but it is worth in the long run.

This is why we have decided to create a content calendar that will help you to plan out your content strategy. With helpful notes and major holidays all accounted for, this is the ideal solution to your content marketing woes.

The calendar itself goes through to December 2017 so you can ensure your company gets a full year and half of planned, quality content that will drive traffic and encourage return visits.

How do I use the Calendar?

You may be wondering, well how do I use the calendar and why can’t I just use a normal calendar? The first answer is, it’s simple all you have to do is spare some time during your day to go through the calendar and plan out your content marketing efforts for that month. We have provided you with tips and ideas to boost your creativeness each month, distancing itself from being just a regular old calendar.

Another way you could do it is to develop a strategy that runs for 18 months with the next 6 months of content and topics and plans detailed, and the next rolling 12 months outlined. Review every week. Monday morning, Tuesday morning, get your content review in the diary. How many of us do it?

But Surely This is Going to Cost me Money

What’s amazing about this content calendar, it’s FREE! Yes you saw that right, FREE! We believe in offering value as a Digital Marketing Agency and this in-depth calendar we have created represents that.

Register your details below and receive your free content calendar shortly after.

8 07, 2016

How To Make Content King

By |2019-01-30T21:20:49+01:00July 8th, 2016|Blog, Content, SEO, Website Design|0 Comments

So How Do You Make Content King?

If there is one thing we haven’t talked about enough, its Content. Get it right and not only will Google love you but your readers as well. But how do you get it right? How do you make content king?

Before you begin, you need to understand what you are trying to achieve with each piece of content. Web form sign-ups, leads, sales conversions, or just for impressions (users viewing without taking any action). Once this has been established you can then start to understand how to make content king.

1. Using Resources To Your Advantage

Creating content from scratch is not easy, I think we can all agree on that. But the process can be made easier by looking at the vast wealth of resources available to you online.

One great resource to use is Answerthepublic.com. This tool enables you to enter any keywords you can imagine and get multiple different results. Including visual graphs/data based on questions, prepositions and alphabetical results of the keyword input. The reason this is a great tool is because it gives you insights into what people are looking for in relation to the search query. If you are struggling for ideas, I would give this website a try.

There also many other keyword tools that you may find useful. For example Google’s Keyword Planner and Übersuggest.io. These are great tools in their own right and if you want more information on them and others, I wrote an article on the Best keyword research tools which you can check out here.

Depending on the industry you are in there is usually a forum for it. Use these to your advantage as they can be a goldmine for discovering about the current state and questions being asked within your chosen industry. Therefore providing some great ideas for content and giving you a platform to become an authority in your niche.

Whatever industry you are in, it is wise to keep abreast of the latest information and set the trend. Remember to put the wealth of resources available to good use.

2. Search Engine Optimised Content Is The Best Kind Of Content

This is absolutely key if you intend your target audience to discover the website. Especially now Google cares about content more than ever. Not only do it’s algorithms like a well optimised page, but now more than ever, the uniqueness and length of content when determining where it will rank the page on the search results.

Depending on what website platform is used, how you optimise content may differ platform-to-platform but the principle still remains.

Lets say for instance the platform being used is WordPress. This platform does a good job of giving you the tools to optimise pages effectively without the need for plugins. But to truly benefit your website, it is ideal to download one of the numerous SEO plugins available. My recommendation is Yoast SEO.

Yoast is a fantastic plugin for streamlining the SEO process and making it easy for content writers to optimise what they have written. Once you have picked a focus keyword for the particular page, the content will be analysed against different criteria. These range from the keyword density, to making sure the focus keyword is used in the page title and meta description. The plugin gives you ratings of red, amber and green based on how well the page is optimised, so the more in the green the better.

3. Now All That’s Done, How Do You Get Conversions From The Content?

This goes back to the first point I made, about what you want to achieve with each piece of content. Many ideas can be considered a conversion, it then comes down to if your content is compelling enough for the reader to take action. It’s great having well optimised content that is bringing in a wealth of organic traffic, but what is the point if no one is taking the intended action at the end of it.

There are many different ways to optimise content to improve conversions, it’s just a matter of understanding what your conversion rates currently are. This way you can decide where an area may need improving. For instance split-testing (splitting the traffic to multiple pages) is a great feature that enables you to test e.g. two different images or two different headers to see which one performs better with users. This way you can analyse the data and make decisions for the betterment of the content and overall conversions for the business.

Of course this isn’t something that will improve over night, it requires constant testing and refinement to start seeing an optimised conversion rate.

Summary

The ultimate goal of a business is to gain conversions at a sustainable pace to succeed and online is no different. There is so much content out there for so many different niches, it makes it a really difficult place to shout and get noticed. But if you take the time to discover the next best topics and how to make content king, then the final goal of consistent conversions will be truly attainable.

24 06, 2016

Recent Twitter Changes And Updates 2016

By |2019-01-30T21:20:50+01:00June 24th, 2016|Social Media, Twitter|0 Comments

Twitter Changes And What They Mean For You

Social Media has come a long way from the simple format of typing something into a box, clicking the send button and people liking it. It has evolved into a format that every business and individual uses to promote, sell and create content that gets shared around on a regular basis. It is not just a service to connect with each other anymore, but somewhere to be ruthless in attracting the right individuals or companies back to your website.

Twitter is one of these social media platforms (and the basis of this post) that have evolved with the changing nature of how we interact with each other online, culminating in many updates to its core service and features.

Here Are Some Examples Of Twitter Changes Over The Years…

  • Promoted Tweets

    First introduced in 2010 as Twitters answer to other platforms utilising promoted content (and how Twitter makes it’s money). Users can pay a fee each day to get their tweet promoted to a users twitter feed, regardless of whether they follow that account or not. Of course Twitter have updated this feature, improving it’s algorithm so it doesn’t come across as intrusive to the users experience when they are scrolling through their feed. Fun fact: Depending on the type of promotion/exposure you want, promoted tweets can range from £0.40 – £1.60 per engagement, promoted accounts £2.00 – £3.20 per new follower and if you want a promoted trend, that can set you back around £160,000 per day!

  • Profile Changes

    Twitter has come a long way with it’s user interface, making really useful improvements for users and businesses to promote themselves if used effectively. The personalisation options have improved significantly, even to the point of allowing users to change their profile colour to match their brand. Take a look at the images below and you’ll get the picture (no pun intended) of how much Twitter has changed…

 

 

 

 

 

 

 

If you are wandering, yes that is my Twitter profile. Here is a link to Digital Web World’s.

  • Timeline Improvements

    This is where it can get divisive with the Twitter user base. Twitter have constantly played around with the timeline and how users see the tweets and retweets of the accounts they are following. Most of the user base like the chronological nature of the old timeline and are not a fan of the new algorithm Twitter have only implemented recently. This new algorithm organises tweets into what it feels the user is most interested in (you can turn it off).

  • Changes To The Tweet

    The core to Twitters successful rise, the tweet hasn’t really changed, only expanding. What I mean by that is many features have been added to make the tweet more than just text. This includes images, videos, gifs, polls, links and emojis. One thing that has remained the same is the 140 character limit for a tweet, and that doesn’t look set to change any time soon. Twitter actually wanted to expand this limit to the wrath of its loyal fan base, so instead they have decided to give users more freedom with the 140 character limit. This means that images and URLs will no longer count towards the character limit, allowing users more space to be creative whilst also keeping what makes Twitter unique in the first place.

There have also been many more Twitter changes that I haven’t put here, simply because this post will become too long (and I will feel bad if I take up anymore of your time). I have mentioned the key changes that have had the biggest effect on the way people use the platform and interact with each other.

If you are a start-up or any size of business, Twitter in its current state is perfect for promoting your services with a plethora of features to make your profile and tweets appealing to your target audience who are probably on Twitter!

For more on Twitter and Social Media in general, consider visiting:

Social Media

8 06, 2016

Keeping It Simple, How To Write Stunning Blog Posts – A 5 Minute Read

By |2019-01-30T21:20:50+01:00June 8th, 2016|Blog, Keywords|0 Comments

How To Write A Stunning Blog Post

Blog posts should be more than 300 words? Correct we all know this, but what about the really long 1,000 word plus blog posts you often see and give up on three paragraphs in? Well they are equally as important and providing they are well written will gain you significant SEO advantages.

Your blogs should be no fewer than 300 words that’s for certain. However writing a 1,000 word blog post is not easy and requires planning and a serious amount of research. The general rule is 1,000 word blog post to every three 300 plus word blog posts.

In this article we go through how you can really drive high quality traffic through to your website with really well written content that has a high key word density of greater than 2.5%, with great relevant back links that will really help drive your organic rankings.

 Before we start advising on the structure and types of great content writing for your blog, we explore why a lengthy blog post really makes a difference with Google and Bing search engines.

At Digital Web World we have a few articles that are over 3,000 words in length, they really help drive some great organic traffic to our website. But why?

Google, Bing and the other major search engines all look at your key word density, your article structure, how easy to read your article is, your back links and interlinks within your post and rank your site accordingly. When you write a blog post of over 1,000 words compared to blog posts of only 300 words Google and Bing have more content to analyse and decide exactly what your article is about.

As part of your longer blog post you will have considerably more pictures, more headings, more links in which your chosen keyword are listed.

Your lengthy long tail key words you have within your article will also have a greater chance to be picked up by the search engines. The more associated topics, always related to your key word of course, the greater the possibility of your article being picked up and then bringing you valuable FREE organic traffic to your site.

Large blog posts require you to really hold your readers attention. 1000 well written words is not easy to achieve and a blog post that cannot hold your readers attention will work against you. If you don’t get the clicks on your article, it may be well optimised for Google and Bing but it won’t be of any use to your reader.

So what? We now show you how you can really get to grips with your blog posting and deliver some great, well researched content that your readers will love. Feel free to download our calendar at the end of this article which will give a free calendar with key events on a month by month basis all the way through to the end of 2017. Thats 18 months of FREE calendars that you can plug in your the key dates, marketing initiatives and other inspirational days for you to associate and blog content around.

How Much Time Should I Spend On My Blog?

We estimate it takes approximately 4 hours to create a well written 1000 word piece that has been optimised for your key words, links and pictures. 90 mins to produce an article of about 300 words that has been optimised with pictures and some relevant links. However if you are a first timer then this could well extend to over a week in time. BUT the preparation time is key here as this is what will save you the time in the long run.

So Where Do We Start?

Before you press a single key on your keyboard you need to answer these simple questions.

Why not try this now it will only take you a couple of minutes. You probably have an idea in your head, why not try and answer these questions before you start.

What do you want to achieve? There must be a higher purpose. What do you want the reader to do following the reading of your blog? What Call to Action are you trying to get the reader to follow ?

Here are some ideas: download a white paper, follow link to purchase, sign-up to an email resource?

  1. What is the question you want to answer for your reader?
  2. What audience are you writing for? This is fundamental and surprisingly often forgotten.
  3. What information or research do you need to undertake to write your blog post? Don’t forget imagery here as this is also very important for SEO and engagement.
  4. How do you want to structure your article? Tell your audience about the article at the beginning. Inform them and provide information in the article. Summarise the article by telling your audience what you have just told them.

Now Onto Writing Your Blog Post

We know that poorly written articles will simply not be read. So how do we make them read well?

Follow these easy steps for a great blog read…

Short Sentences

Keep sentences short and punctuated correctly. See what we did there.

Why not try this now it will only take you a couple of minutes. You probably have an idea in your head, why not try and answer these questions before you start.

Active Voice And Enthusiasm

Write in an ‘active’ and future tense NOT an ‘inactive’ or ‘past’ tense. Why? Well most readers prefer a positive and ‘active’ upbeat voice as opposed to a more perceptively negative ‘voice’.I do empathise with you if you are writing for a card-board manufacturing company and this doesn’t really float your boat. However writing with enthusiasm and a positive active voice will make a considerable difference and I suggest that anything can be made interesting with some research and an upbeat positive ‘active’ voice.

Good Structure

Structure your blog posts with short paragraphs. If writing a 1000 word plus article make sure that you use plenty of sub-headings. Possibly think about indexing the blog post at the start to ensure that the reader can go direct to a subject that interests them. This produces a better user experience and its all about the user experience right.

The Flesch–Kincaid

This readability score measures just how easy to read your blog post or article is. It looks at the sentence structure, paragraph length, ideas presented and words used.

Measured from 0 to 100 anything between 60.0 and 70.0 is generally seen as acceptable, with anything over this score your ideal target. Google considers readability very important and it is no coincidence that most blogs that rank well in search engines are ones with a Flesch–Kincaid score of 70 plus.

Use Formatting

It helps to slow down the reader.Highlighting specific text within your blog by underlining, highlighting in BOLD or italic will significantly improve readability.

Get Rid Of Filler Words

Filler words lengthen your blog but they are also irrelevant and will not improve your Flesch-Kincaid score. So here are a few examples that should be avoided:

NO: Why not use some of these great SEO blog techniques. 

YES: Use some of these great SEO blog techniques.

NO: Make use of italics, underlining and highlighting.

YES: Use underlining, italics and highlighting.

Planning Your Content

Start of very simply to get a view on your Blog Requirements, target segment, and ;timescales for resource planning. We have provided a very simple but effective Blog Calendar in which you can download and simply plan your blogs.

If you don’t plan the old adage will stand true.

Simply brainstorm your content. Here is a great way to brainstorm your ideas for your Website for free.

After brainstorming your content then add the ideas to a list. Select the list and the target url’s that could be best associated with that topic you have captured that is most relevant. If you don’t have an appropriate topic or page it might be worth adding one to the list.

Your Keywords And Phrases

Then comes the keyword research bit. This is the bit where you capture the keywords that are most relevant to your business topic that you will be blogging about. The keyword research for volumes are important here, but most important is the fact that you will be keeping the keywords relevant. RELEVANCE RELEVANCE RELEVANCE!

Great keyword research tools are:

SEMrush

Google AdWords Keyword Planner

Your Keywords And Phrases

These should be positioned in a number of places throughout the blog.

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