Paid Search: Optimise Your Ads for Mobile

Apr 12 | 2016
online marketing
Mobile Ad Optimisation
 

Did you know that 70% of mobile searches lead to that person taking action within an hour?

 
That action could be a customer calling through to your customer service team, making an online enquiry, visiting your bricks-and-mortar shop, relocating to a desktop PC to finish their transaction, or - if the procedure is simple enough - making a purchase, signing up to your newsletter, or downloading your ebook right there and then.
 
We Are Social conduct a study into the digital landscape every year. This year's study shows that the percentage of total page views that take place on mobile phones is increasing year on year:
 
This is why devising a mobile strategy for your paid search adverts is more important now than it has ever been before.
 
The landline is a thing of the past. Mobile devices now dominate the communication world, and we're not just talking about making phone calls and texting - we're talking about social media, emails, free messaging services, and much more besides. But young people today aren't just communicating with friends and family members via their mobiles; they're also communicating with businesses like yours. Perhaps they're conducting a search to find out where your shop is, maybe they're passing time on their daily commute with a spot of online shopping. Whatever they are looking for, it's important that you and your business are visible in the right places at the right times.
 
It is no secret that people - including your customers - are conducting more and more searches using portable devices such as smartphones and tablets. We have been told this on a daily basis by Google, other search engines, and SEM influencers since the age of the smartphone began.
 
Google reportedly processes more than 3.5 billion searches every day. Last year, the search giant announced that over half of those searches happen on a mobile device. This is just one example of why mobile marketing is a must for any modern business.

How can Designer Websites help with your mobile ad campaigns?

Here at Designer Websites, we have a team of experience PPC specialists who can help your business to get the best possible return from Google AdWords and other pay per click platforms. Before we optimise your paid search campaigns for mobile devices, we will develop a detailed, mobile-specific strategy that's tailored to your business and the market you operate within. This strategy will take the following factors into consideration:
  • How your customers are searching on mobile devices
  • What their situation and intentions are in that moment
  • What type of marketing message they are most likely to respond to

Getting results for your business

Below is a graph showing one clients' conversion performance after we implemented a mobile-specific advertising strategy for them.
 
We can clearly see that, while this company's mobile conversions were always higher than tablet and desktop conversions, their mobile conversions grew significantly after we implemented a comprehensive mobile strategy. Furthermore, this business's mobile conversions are continuing to grow even now, with each month surpassing the previous month's total.
 
So how can you reap the benefits of mobile marketing using paid search? Here are four tips from the mobile search experts here at Designer Websites:

1. Create mobile-specific adverts

The adverts that you see when browsing the internet on your phone are formatted differently to the adverts you see on your desktop PC. In order to ensure that your adverts look great on the small screen, it is vital to create adverts that are formatted correctly.
 
Creating mobile-specific adverts not only helps with the formatting of the advert, it also helps with the performance of the adverts as a whole. Generally, mobile-specific adverts have a higher click-through rate (CTR) and a higher conversion rate than non-mobile-specific adverts shown in a mobile search.

2. Create relatable ad copy

Creating ad copy that is relevant to your customer's current situation is key.  Consider this example:
 
A potential customer is enjoying a cup of tea and a slice of cake whilst out shopping. She suddenly remembers that she wanted to find some luxury curtains for the living room, and so she reaches into her bag, pulls out her mobile, and types (or speaks) 'luxury curtains Cardiff' into her Google app.
 
As luck would have it, you run a fabric store just around the corner from that tea shop. However, since your ad copy doesn't state your location or feature a call to action such as "Come visit our Cardiff store", it is likely that this particular lady will just scroll past your advert.
 
The same goes for online stores: you cannot guide customers to your shop because you don’t have one, but you can point out to them just how easy it is to buy from your site using their mobile phone. Possible calls to action could include "Buy direct from your mobile" or "Easy purchase from your mobile device". 
 
People will be able to relate to these adverts because they are addressing their situation at that time. This leads to a higher click through rate and a higher conversion rate.
 
In the graph above, we can see that - after implementing more relevant ad copy - this client saw an increase of nearly 3% in their mobile CTR.

3. Create mobile ad extensions

Mobile ad extensions are exactly the same as desktop ad extensions, but they conform to mobile formatting, making them better-looking and easier on the eye. They also provide customers with vital information when they search for your product or service using a mobile device.
 
It is said that roughly 1 in 3 searches are conducted because the user wants local information. It is vital that you provide this information to them, and this is why location extensions are a must. Not only do location extensions provide users with the ability to search for your business on Google Maps and use a sat nav to find your location, they also provide additional info such as opening times.
 
Call extensions are another must-have for any mobile advert. The call extension gives searchers the ability to call your store or your customer service desk directly from the search results page.

4. Ensure that your website is mobile-friendly

We're always amazed by the number of mobile adverts we encounter that don't direct users through to a mobile-optimised website. We're always saying that it's crucial in this day and age to have a responsive website, and that truth is getting harder and harder to ignore as mobile users increase.
 
If your mobile ads are to be successful, your business will need to provide a website experience that is fully optimised for mobile users. The key to mobile advertising success is to make the whole experience as seamless as possible, and this means that your website has to render quickly and correctly on every mobile device.
 
Not sure if your website and its paid search campaign are optimised for mobile users? Contact us for advice, or follow us on Twitter for more SEM and web design news!

New Responsive Web Design For ABC Leasing

Apr 06 | 2016
responsive websites
ABC Leasing

ABC Leasing are a team of car leasing specialists based in South Wales. They provide vehicles for personal use as well as for professional purposes, and they pride themselves on providing great customer service and making the leasing process as fast and as hassle-free as possible for their customers. 

One of ABC's main aims is to provide a straightforward and transparent service, making it easy to apply for a lease and to find the information needed to make an informed decision. With this in mind, they became concerned that their website was somewhat outdated and difficult to use, preventing them from giving their customers a truly user-friendly experience. This is why they decided to get in touch with Designer Websites with the the goal of creating a sleek new website that would be easy to use and comprehend. They also wanted to improve their website's search engine optimisation, in order to attract more business via Google and other search engines.

Our developers worked closely with the team at ABC to create a modern and user-friendly website, with a variety of helpful features that were custom-built to meet their aims. A primary goal for the new design was to ensure that customers were able to browse and search the full range of vehicles with ease, allowing them to select their desired car or van online. To make this as simple as possible for site users, we developed a sophisticated search system that allows users to refine their search by make, model, vehicle type and budget, granting them the ability to add or omit these specifications according to their preferences.

As well as improving the search function on their website, ABC were also keen to make the application process as straightforward as possible, enabling customers to apply for a lease without having to visit the ABC office in person. Their new website's online application page makes it simple and stress-free for users to apply for a lease on any device, thanks to the responsive design, which ensures that the information is presented on smartphones and tablets in an easy-to-navigate format. There is also an additional enquiry form for people who would like to find our more about ABC before making their decision, allowing them to target undecided customers as well as those who have already chosen to commit.

To view the new and improved ABC Leasing site, please visit http://www.abc-leasing.com/

If you would like to discover how an improved website could enhance your business or organisation, please get in touch with Designer Websites to discuss your requirements.

4 Alternatives to Google

Apr 01 | 2016
search engine optimisation (seo)
Alternatives to Google

Has any company ever dominated its market quite as thoroughly as Google? With roughly 40,000 search queries processed every second, Google is by far the biggest player in the search engine game; you probably use Google more often than you use your toothbrush. The company's utter dominance is such that the word 'Google' itself has long doubled as a verb meaning 'perform an online search' - it's very much the Hoover of search engines.

Still, if Google's tax avoidance and career-ending April Fool's Day jokes have left a sour taste in your mouth, there are alternatives. Here are a few non-Google search engines that may be worth investigating:

Bing (www.bing.com)

Bing was launched in 2009, but despite Microsoft's best efforts, it has never come close to threatening Google's position as the internet's go-to search engine. Bing has always been the Pepsi to Google's Coca-Cola, and many of the people who do use it simply do so because they don't know how to change their browser's default search provider.

Why you might prefer it to Google: Some people argue that Bing actually gives better results than Google. Granted, a lot of those people work for Bing, but we'd encourage you to at least give Microsoft's engine a try - depending on what you search for, you may well be pleasantly surprised.

DuckDuckGo (duckduckgo.com)

DuckDuckGo has been active since 2008, but the search engine's user base has shot up over the past year or so, largely due to the public's increasing interest in web services that preserve their privacy.

Why you might prefer it to Google: DuckDuckGo is all about user privacy. Whereas Google uses things like your location and your search history to deliver personalised results, DDG doesn't track you or collect any personal information whatsoever. The downside? Since DDG serves every user exactly the same results for each query, the search engine isn't very good at handling searches like hair salon near me (remember, DDG doesn't collect info on your current location). You can, however, work around this by supplying your location in the search term itself, e.g. hair salon in shoreditch.

Blackle (www.blackle.com)

Blackle is powered by Google Custom Search, so it's not a unique search engine in its own right like Bing and DuckDuckGo. However, it does have one advantage over the Google you're used to...

Why you might prefer it to Google: Blackle's all-black design is actually more energy-efficient than Google's homepage, which of course is predominantly white. Blackle's About Us page suggests that, if everyone used their site instead of Google, it could save as much as 750 megawatt hours every year (that's enough energy to power a vacuum cleaner for 85 years straight!) A secondary benefit: by setting Blackle as your homepage, you're providing yourself with a regular reminder to save energy whenever and wherever you can.

Common Search (about.commonsearch.org)

At time of writing, the Common Search search engine only exists in the form of a UI demo. However, the idea behind Common Search is well worth talking about: as their mission statement points out, one of humanity's most important resources (the internet) is currently in the hands of "profit-seeking companies", but Common Search's nonprofit search engine will eventually provide web users with an alternative. They aim to be "open, transparent and independent...just like an arbiter should be".

Why you might prefer it to Google: Since Common Search won't be run for profit, there will be no adverts (unless they have "exhausted all the other ways to be financially sustainable") and the organisation's decisions hopefully won't be influenced by the possibility of financial gain.

If you're a business owner looking to climb the Google (or Bing, or DuckDuckGo) rankings for your industry's top keywords, our Search Engine Optimisation specialists can help. Contact us now to request a quotation.

Instagram's Algorithm Changes: Is The Uproar Justified?

Mar 29 | 2016
social media

If you're an Instagram user, unless you've been hiding under a rock all weekend, you're likely to have noticed some unusual goings-on in your feed over the Easter break. In place of the usual selection of posts, you will no doubt have been bombarded with a repeated message from many of the accounts you follow, urging their audiences to 'turn on post notifications' in order to continue seeing their content. The reason for all of this panic and uproar? Instagram's latest algorithm changes. 

Sparked by the same issue that launched the #RIPTwitter tag only a few months ago, the outpouring of complaints from users came after the image-led platform announced that it would be abandoning the traditional reverse-chronological feed in favour of a system which will order posts by 'relevance'. Following in the footsteps of Facebook and Twitter, Instagram's changes mean that you will no longer see the newest post from your followed accounts on your feed first; instead, you'll see those which have been selected by the algorithm. 

While the idea of having curated content specifically targeted to your previous likes and interests may seem like a move towards user-friendliness, the alterations have come under considerable scrutiny since their announcement. One of the reasons for this is the fact that the new system is said to include 'post-engagement' as a factor in its ranking process, which for many is seen as a move towards social media elitism. This is due to the fact that those with the greatest number of followers are likely to appear first, due to the large number of 'likes' which their posts regularly attract. Until now, Instagram has been the go-to platform for many self-made businesspeople and demi-celebrities (outside of YouTube, of course!) Everyday users have been able to build up large and loyal followings based on the quality of their content and their post timing/tag intelligence alone, but this pathway could be derailed for future users thanks to these changes.

This change has also come under considerable scrutiny by businesses established outside of Instagram, who until now have made use of the platform's growth and popularity to get their posts noticed by existing and potential customers. This is largely due to Instagram's affiliation with Facebook, and the perceived similarities between the former's latest update and the latter's own new algorithm change haven't helped. The current panic and outrage from businesses is somewhat justified, based on the negative impact documented in the wake of Facebook's own non-chronological feed change. After the changes were brought in, businesses reported all-time-lows from their organic post reach, a move which many viewed as a method of forcing companies into resorting to paid Facebook ads.

And here lies the core problem with content filter changes on social media platforms and search engines: the issue of profits over people. In the eyes of many users, life is being made increasingly difficult for average users and small businesses, as the ability to reach your desired audience without the boost of a large existing following or financial investment becomes increasingly elusive. The prospect of an organic, indiscriminate form of online networking seems to be a dim and distant dream for many, but are the objections to this latest set of algorithm changes justified?

One factor which could go against the presumption that the new change is bad for business is the fact that Instagram does not currently discriminate between business and personal accounts. This means that unlike Facebook, posts from 'real people' are not unfairly prioritised over those posted as part of a business's brand awareness and marketing strategy. While this may not completely solve the question for smaller accounts and those just getting started with Instagram, it does force users to be smarter with their use of trends, analytics, and overall post quality. Popular post times, trending hashtags and calls-to-action should all factor in to the post-algorithm Instagram strategy, which could even mean that those who strive to cater to their intended audience will be rewarded over those who simply take for granted that their posts will be seen. Lazy, repetitive content leads to a decrease in engagement, likes, and eventually followers; this means that, while the new algorithm may give those with an established follower-base a head start, it will still force all users to maintain post quality.

It is also worth noting that urging followers to 'turn on notifications', is probably one of the worst steps that an Instagram user can take in the wake of these changes, particularly those running business accounts. For the network's average users, it was puzzling and slightly laughable to see Instagrammers with hundreds of thousands of followers posting these messages, as one would naturally presume that these accounts will have a better chance of being prioritised under the new system. For followers who weren't already irritated by the barrage of notification posts, it is highly likely that the deluge of notifications facing those who did decide to 'switch on' will strike a decisive blow. As any good social media marketer knows, spam is never a positive or fruitful way to target users, so your main priority regardless of these changes should be the production of relevant, high-quality content.

While it may be easy to attack the faults and motives of Instagram's latest update, it is worth remembering that, unlike previous alterations to the online experience, these changes should not pose an instant impact for users. Instagram themselves have explained that the roll-out will be gradual, and will involve an extensive testing process, suggesting that they are interested in maintaining Instagram's user-friendliness. Though it is important to question the business motivations of companies like Instagram, it is also important for users to see the bigger picture in order to adapt and account for changes beyond their control. 

If you're looking to improve your business presence and brand image on social media, click here to find out how we can help.

New Responsive Website for South Wales UPVC Ltd.

Mar 28 | 2016
client websites

South Wales UPVC Ltd. are wale’s longest running double glazing firm, established in 1990, they have since become marketing leaders in their industry. The company started 25 years ago, and only offered double-glazed windows and doors to their customers. Now, in 2016 South Wales UPVC Ltd. have been going from strength to strength and have expanded their services and now offer expert conservatory and porch installation.

Having worked with Designer Websites before they were more than confident in our abilities to create exactly what they require from a website.  South Wales UPVC Ltd needed a website that could effortlessly reflect the quality of their products.

As Always, the team at Designer Websites created a stunning website that is not only responsive and user friendly, it reflects the standard of their work with ease. Their new home page has a minimal and particularly easy to navigate. With South Wales UPVC Ltd. being a welsh company they felt it was important to maintain their welsh identity, so opted for the White, Green and Red colour scheme which remains prominent throughout their new website.  

Word of mouth advertising and reviews are an incredibly valuable source of information for potential customers of South Wales UPVC Ltd. So to let people see just how outstanding this company is we have provided links to their trust pilot page so people can easily see their reviews and we have updated their enquiry form to make it quicker and easier for people to get in touch, or get a quote from desktop and mobile.

If you would like to see what our designers have done with this website, visit http://www.southwalesupvc.co.uk/ now.

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