Getting more from Adwords using Local Business Centre
Written by Christos Kyliakoudis Tuesday, 16 February 2010 11:46
There is a lot of value to the geo-targeted campaigns and advertising. In this post I will try to show the value local business centre in adwords and search marketing. Let’s say that we search for Santorini car hire.
Desktop Experience
Look the results of a query in google.com
- SantoriniCarHire has the first position in adwords with 2 clickable texts
- There is also google map with link. Again the same Car rental (SantoriniCarHire.com ).The second box is a free link from Google and you don’t have to do a lot of SEO. Just put your company in the Google local business centre .
- I have to admit that the third is there because of the relevance of the keyword with the website.
Google Adwords- CTR and Quality Score Relationship
Written by Christos Kyliakoudis Tuesday, 12 January 2010 13:02
Algorithms of Google are secret and you will never know the exact relationship between different variables.There are a lot of things that are constantly changing. However the basic elements stay the same.You have to constantly improve you tactics in order to achieve the desired result. We always want to lower our acquisition cost (CPC, Cost/conversion, CPA, CPM etc) however the harsh reality is that all these costs are becoming higher and higher.
- More competitors bid for the same keywords,
- Competitors are improving their websites
- Adwords and Paid Search are becoming more competitive. You will find less broken accounts and campaigns.
- Google wants a bigger piece of the pie and tries it's best to increase the value and the revenues from its properties
Just to give some idea there are some insurance related keywords in the UK that cost 20-30 pounds cost per click. That means that even with a 5% conversion rate they have spent at least 400 pounds for just one customer. Greece is not like that and cost per click is much lower however CPCs are becoming more expensive every year.
Google always says that the core components of quality score are the following:
- The historical clickthrough rate (CTR) of the keyword and the matched ad on Google
- Your account history, which is measured by the CTR of all the ads and keywords in your account
- The historical CTR of the display URLs in the ad group
- …......
About Conversion Rate Optimization: Practical advices
Written by Christos Kyliakoudis Tuesday, 22 December 2009 14:18
There is a lot of discussion about conversion rates: Conversion Rates are too low – we need to do something about it; conversion rates are not as expected; or conversion rates are very good and this website is very successful. However, I think that we should start thinking differently about conversion rates.
My five recommendations:
#1 -Stop measuring the average conversion rate
#2 -Stop being obsessed about conversion rates
#3 -Focus on absolute Conversions not Conversion rates
#4 -Conversion Rates are not hard to Improve
#5 -Focus on the customer rather than on the Conversion Rate
Iphone applications for marketing an OTA (Online Travel Agency)
Written by Christos Kyliakoudis Wednesday, 18 November 2009 15:38
Apple store is an interesting market place. With 1,000,000,000 downloads until 23rd of April 2009, it looks like it has to offer a broad place to make business. Making business in apple store is far beyond from selling applications. It is also about marketing a product or a service. In other words it is about to attract new customers or offer the old customers a new way to interact with the service.
How useful would it be for a travel agency to create its own iphone application? Well, let’s see what “history” has to teach us about (well, it is not so history after all…) In the beginning of 2008 Travelocity, an online travel agency decides to create and launch its first iphone application. Travelocity was the first travel agency that entered the market.
How to Optimize PPC Tip #1 : Optimize Ad Texts
Written by Christos Kyliakoudis Wednesday, 18 November 2009 15:20The businesses spend a huge part of their PPC campaigns and we all need to improve the ROI we get from PPC spending. There are tones of material regarding PPC optimization but in this post I will focus mainly in how to optimize ad copies.
Here is a list of tips we can use to improve ad texts:
#1 Be relevant
#2 Create simple, enticing ads
#3 Include prices and promotions
#4 Use a strong call-to-action
#5 Include one of your keywords in your ad text
#6 Choose the best destination URL
#7 Test multiple ads in each ad group.
#8 Evaluate Ads
#9 Competitive analysis
Brand is dead long live the customer!!
Written by Christos Kyliakoudis Wednesday, 18 November 2009 15:06
You may ask what she's talking to? Brand is dead long live the customer? What's that mean?Well, I'm just trying to highlight the importance of customer insight to drive branding decisions and ensure a long-term emotional attachment between your product and consumers!!
The days of producing biscuits even if people didn't really want biscuits any more are long gone!!
Today, there's a proliferation of products and services and competition is only a click away!!
Importance of Web Analytics in Recession
Written by Christos Kyliakoudis Friday, 06 November 2009 14:36
A/B and Multivariate testing in web analytics. Test 1, Test 2, Test X
Written by Christos Kyliakoudis Tuesday, 03 November 2009 14:13Do you want to increase your conversion without spending a cent in marketing? Do you want to improve your website performance? I don’t know anyone who doesn't want that!!
Let's start with the basics, what's a website optimization?
Optimization is about finding maxima and minima points of a function! In online marketing we want to find how to optimize the performance of your website. There are many ways to optimize a website from re-launch a homepage to improve a PPC campaign or just put a free phone number for our customers support. Let's talk about A/B test and multivariate testing here.What is A/B Test?
It is a simple A/B test performed on two different pages that can go live at the same time to test response on images, website copy, headlines and so on. For example, if you want to test what content on your homepage drive the most traffic to your website, you let 50% of your visitors see page A which can be your existing homepage and 50% see page B with the variations you want to test.
The results can be amazing and you would not have to guess or assume what your visitors like or not. Visits and conversions would show that to you. If visitors prefer page B conversion rates and your analytics will tell you that in a minute!!
What you think consumers do before purchasing goods online? I would say before they make any major purchase, they do comparison shopping first!!In fact, more and more consumers are heading to comparison shopping engines to get the-best-deal-ever, look at tests, reports and read all the latest news and reviews on specific products.
To compete successfully, the retailer needs to take charge of merchandising their products across all comparison shopping sites regardless of pricing models, demographic data, or targeted market. By submitting individual product information to Google Product Search for free or to Cost per click model shopping engines (Kelkoo, Shopzilla, NextagUK, etc.) that basically charge for each click, or lead, they send to the retailer – either way- it’s worth it because these consumers are more qualified than the average Web user, guaranteeing a higher probability of a sale.
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