Tag Archives: pay per click

Digital Marketing

Google launches AdWords Website for Small Business

Do you use Google AdWords or Pay Per Click advertising to drive visitors to your website? The good news is that Google have launched a website to help you get more from AdWords.

The AdWords Small Business Center is a central learning hub that details AdWords best practice and gives you top tips to get a successful AdWords account.

It helps all-comers

It doesn’t matter whether you’re just starting out or an ad advanced user, there are insightful topics to help everyone get more from AdWords. These include strategies, writing compelling ads, and ways in which you can improve your website.

Keep up-to-date

The well-known ‘Inside AdWords’ blog is also streamed on the site, allowing you to read about new products, the latest trends, and how to take advantage to help your business.

Talk about it

Thanksto the recently launched AdWords Small Business Corner, you can also discuss ideas and advice with other SMEs. You can help others out, or find out what worked for their business.

We do that too

You may have noticed that WebEden recently launched a low cost AdWords PPC Service. Our team of AdWords pros are helping hundreds of SMEs to drive new visitors to their website. So if you want to use PPC to boost your traffic, but haven’t got the time to engage on the forum, take a look at our packages and then give us a call.

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Digital Marketing

What is worth more: a click from the left or right side of Google?

We talk lots on this blog about search engines. As a website builder, search engines will probably be the single biggest source of traffic to your website.

Search engines can deliver traffic to your site from two separate sections of the results page.

Here’s an image that shows the sections I mean.

The lower left hand side (highlighted in green) is called the ‘organic’ or ‘natural’ listings. To boost your site higher up this section of the page you need to carry out Search Engine Optimisation. Take a look at our SEO Guide on how to do that.

The upper and right hand side (highlighted in red) is called the ‘sponsored or ‘paid-for’ or ‘AdWords’ listings, To boost your site higher up the top and right hand side of the page, you need to carry out Search Engine Marketing or Pay Per Click (PPC). We’re shortly going to be launching a full guide to PPC, and offering our own PPC help service.

The big question for every website owner is: Is a visitor from the organic or paid listings worth more?

The only real answer for your website can be found by analysing your Google Analytics data, and working out which visitors led to sales. Here’s a video tutorial on how to set up Google Analytics.

But from a ‘top down’ perspective, Google themselves have recently released an economic study suggesting that clicks on the sponsored listings are worth more than those on the organic listings. In fact, Google say that clicks from the natural listings are worth just 70% of those from the sponsored listings.

Google don’t give any background on why they have made this assumption. So here are a few thoughts of our own:

1.The Ads are more controlled than the organic listings. Organic listings are Google’s best judgment about what you’re looking for. But an advert is specifically targeted at your search, judged by both the advertiser and AdWords as being relevant.

2. Ads are deep linked. Ads should take you straight to the page on the website that is most relevant to your search. Organic listings often send traffic to home or category pages.

3. Once you click on an ad, you have identified yourself as someone with specific intent
. You’re not turned off by the ad, and you click it with the intent to complete an action.

4. Users clicking on an advert know they’re entering into an open commercial relationship with that advertiser, and are therefore more likely to carry out a transaction.

5. There’s less competition in the Ads. At most there are a few thousand advertisers on a keyword. The organic listings by contrast have 10,000, 100,000 or even a million results.

6. By a process of analysis, the only advertising that survives is the stuff that’s working
. Advertisers only put money into keywords and ads that work, and pause it if it stops working. The organic listing, by contrast, deliver visitors even beyond the point where the website deems its interested in having them.

Are you using PPC or SEO to drive traffic to your website? Which option is giving you the best results? Leave us a comment below.

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Click Fraud still alive and Clicking

We’ve spoken a bit before about click fraud. This occurs when someone clicks on a Pay-Per-Click advert for any purpose other than to visit the website of the advertiser, with a genuine desire to look at their products and services.

‘Pay per click’ is one of the main sorts of advertising on the web. Perhaps obviously, the advertiser pays when someone clicks on their advert.  Every advert that appears in the Search Engine Results Page on Google is a pay per click advert.

There are three main types of click fraud. The first is called ‘innocuous’, where users click on adverts accidentally, or habitually click on a particular advert. They weren’t deliberately intending to visit the website of the advertiser, but do so by accident.

The second two types are both ‘malicious’. The first are clicks carried out by competitors to an advertiser, to drive up costs for that advertiser. The 2nd are carried out by website owners, who click on adverts on their own website, since they make money every time an advert on their site is clicked on.

Google claim to detect and filter out these malicious clicks so that advertisers are not charged for them. Google don’t reveal how they work out what is a malicious click since, they say, that would prompt the perpetrators of the click fraud to develop more complex click fraud techniques.

As reported over on Techcrunch, a company called Anchor intelligence has released a report that outlines the amount of click fraud that exists. The report covers January to June 2009.

The report shows that click fraud appears to be on the rise with 22.9% of all clicks being click fraud of one sort of another.

The report also breaks down the click fraud rates by country. In the UK, click fraud is around 17.7%, relatively low in the click fraud league. By contrast, in Vietnam has a click fraud rate of nearly 50%. No other country comes close to that.

And it’s not like Vietnam is an anomaly due to its low click volume. It is, apparently, the sixth biggest market in the world for pay per click advertising.

Here’s some good visuals reproduced from TechCrunch:

What does this mean if you’re building a website with WebEden? Well if you use pay per click advertising to drive traffic to your site, be assured that you’ve got – on a world scale – a low risk of paying for fraudulent clicks. There’s not going to be a lot you can do about avoiding these fraudulent clicks, but just trust that Google and others are not charging you for them.

If you run AdSense adverts on your website, the overall message has got to be: don’t click on your ads! The chances are the Google can already detect from your IP address that it’s you who is clicking, and will therefore not credit you with any cash. The risk you take if you do click on adverts on your own site is that Google will terminate your AdSense contract, since you’re breaking their Ts & Cs.

Have you been the victim of click fraud? Or have you maliciously clicked on a competitors’ adverts? Leave us a comment below.

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Online retailers see a drop in visitor numbers

Hitwise, the online traffic measurement company, has produced some new research indicating that visitors to online retailers dropped for the first time in the month of March.

In the UK 8.6% of all Internet visits were to online retailers, as opposed to 9.7% for the same month in 2008.

Whilst it’s normal to see a traffic drop in this sector in Jan and Feb, which follows the retailing binge of Christmas, March normally shows a healthy bounce back in traffic.

According to the research, the traffic dropped as consumers adapted their shopping behaviour to the global recession. Since more people are feeling the pinch, they decided to spend less time shopping and more time doing other things.

So if overall traffic to online retailers is down, which traffic source specifically is in decline?

Paid search traffic dropped from 28% to 23% of the total, compared to a year earlier, which shows that online retailers are investing less of their revenues back into pay per click search marketing.

Since overall Internet traffic hasn’t declined, what are people doing instead? Well one beneficiary of the change in behaviour are social networking sites, which took an unprecedented 9.8% of all visits in the same month.

Hitwise director Robin Goad said: “The growth of social networking, online video and the continuing popularity of news websites has meant that an increasing proportion of consumers’ online time in the UK has been devoted to online media.”

Do you sell products on your website? Have you seen a traffic drop in March? And as a consumer do you think you’re shopping online a bit less that you used to? Leave us a comment below.

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