‘The Big Predictions for 2014’ 24th of Jan at Optix

The digital landscape changes daily. Keeping up to speed with these changes is imperative if you want your business to succeed online.

Welcome to our flagship event, our once a year extravaganza!

Don’t worry, we’ll still be running our Optix Fridays throughout the year and we also have a special series of sector specific events planned. This one however is for those of you who want to start the year with a bang. It’s about making sure you’ve not missed out on any of the changes in 2013 and are ahead of the game in 2014. At the very least you’ll come away with loads of ideas to take back into your business and start implementing immediately.

What’s it about?

We’ll take the morning to review some of the big changes of 2013 (mobile websites, penguin and hummingbird updates will all feature) and then we’ll look forward to 2014 with our predictions on what’s going to be big and how you can take advantage of the trends and technologies available to you. As a sneak preview, we’ll be covering topics such as: creation of inbound marketing profiles, how to run split tests on your site to improve conversion rates & use of Twitter for outreach work  – amongst many other interesting topics.

Who Should Attend?

  •     Business owners who want to see their business fly
  •     Marketing managers who want to improve their digital marketing knowledge
  •     Marketing associates/assistants who want to learn a few neat new tricks

Testimonial from a previous seminar;

"We were really impressed with Optix's Digital Marketing Seminar – a very well prepared and presented morning session. The use of real life examples and references enabled us to interpret the complex digital arena. We came away feeling well informed and excited by what we could apply to our business. It was also a great opportunity to mingle and exchange notes with other business representatives. Thank you so much."  Pipex px

Venue; The Estuary Suite, Sandy Park Conferencing and Banqueting Centre, Exeter, EX2 7NN Links

You Need: Here's where you book – eventbrite booking

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Thanks and we hope to see you there! The Optix Team

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What Are AdWords Enhanced Campaigns?

If you’ve logged in to Google AdWords recently you will probably have seen a message suggesting that you upgrade to Enhanced Campaigns. Although Enhanced Campaigns are optional at this point Google is going to automatically upgrade Campaigns which have not been manually upgraded on Monday the 22nd of July. If you make use of Google’s PPC Advertising you need to decide if you want to upgrade yourself or leave it to Google and you need to know what makes Enhanced Campaigns different.

What is an Enhanced Campaign?

1) An Enhanced Campaign gives you the ability to adjust bids based on Location, Device (Desktop, mobile or Tablet) and Time of Day. These settings were previously available but not without setting up a new Campaign.

Adwords Enhanced Campaigns Settings

Some instances where this might be beneficial:

You might want to bid more for people who are within a mile of your shop (who are more likely to visit), are using an iPhone (who will buy anything) or are browsing in the daytime on a desktop (If you are selling to businesses).

2) You also have the ability to serve different Ads based on Location, Device and Time of Day.

Some instances where this might be beneficial:

Serving an Ad with a phone number to people near your restaurant. Using different Ad copy at different times of day: “call us now” between 9:00-5:30 or “find out more online” in the evening.

What Do You Need to Do?

You need to upgrade your Campaigns manually otherwise they will be automatically upgraded with default settings. Click on the pop up in AdWords to visit the Upgrade Centre.

1) Mobile Bid Adjustment

You will be asked to set your mobile bid adjustment – you can leave this as the same as Desktop, choose a percentage change or let Google decide:

Adwords-enhanced-campaigns-mobile-bid-adjustment

 

If your Campaign was previously only targeting Desktop and Tablet users then you will need to set mobile bid adjustment to -100% to prevent your Ad from showing up in mobile search. If you are automatically upgraded your settings will be based on what other advertisers are choosing.

2) Merging Campaigns

If you currently have mobile and desktop Campaigns which appear to be similar you will be offered the opportunity to merge these into one Campaign.

Benefits and Risks of Enhanced Campaigns

Some advertisers are concerned that being forced to combine mobile and desktop will give them less granular control over their Campaigns. One thing which is certain is that a pro-active approach and manually upgrading are the best ways to ensure that you minimise risk.

There are lots of potential benefits to using Enhanced Campaigns particularly for those who don’t have a great deal of time to create new Campaigns and test out alternative settings. Once you have upgraded you can experiment with different factors and work out what will work best for you. This post by Google contains some interesting Case Studies from organisations who have seen improvements in ROI since upgrading.

If you want to know more about the potential risks and benefits of using Enhanced Campaigns then get in touch with our Digital Marketing team.


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How to dramatically improve the return on your Pay Per Click ads

If you’re not already familiar with Pay Per Click (PPC) Ads, they are the sponsored online adverts which appear on a number of websites, the most popular of which is Google. Unlike traditional advertising, with Pay Per Click Advertising you only pay when a potential customer clicks on your ad – hence the name “Pay Per Click”.

Used correctly, PPC can be a highly effective method of advertising.

However, when managed by individuals without the necessary expertise in PPC campaign design and management, it is very easy to invest a great deal of time and money into building the ‘perfect’ advert, only to find that in the long term it has a low click rate and/or yields poor conversions.

If you don’t think your PPC campaign is performing as well as it could, there is a relatively easy technique you can follow to help find out why that might be, it’s called Split Testing. As introduced by our Online Marketing Expert Mike Lemon in the clip above, Split Testing allows you to run a number of variations of the same ad against one another to see which one more successfully fulfils your goals (whether that’s getting more people to your site to raise brand awareness or increase sales).

So, where do you start? Mike advises that in a usual PPC campaign you should run approximately four adverts at the same time to find out which are generating the highest number of clicks and/or conversions. When reviewing the success of your adverts you should put the lowest converting adverts on hold, and create new adverts based on your more successful adverts. By constantly testing and reviewing your PPC campaign you will learn what it is that makes your audience ‘click’ and what it might be that is making them avoid your advert like the plague.

Interested in PPC? Contact us on 01392 667766 where we will be happy to answer any of your questions.

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