SEO and Small Business: a chequered past and a brighter future?

A lot of small businesses have traditionally not seen the need for SEO or even an internet presence.

Businesses like carpet cleaners, roofers or plumbers have traditionally got business by word of mouth or advertising and some are only recently seeing the value of having a website and managing SEO.

Many small business owners have been in business a long time and are confused by the rapid advance of the internet and online marketing, they see SEO as overly technical and do not understand how it works.

For a long time if you had a business, you would perhaps put an advert in the paper or in yellow pages and maybe get business cards printed. This worked for decades for traditional small business owners and so they don’t understand or see the need for SEO.

This means that a big divide has developed between search engine optimisation and small business marketing, often with frustration and resentment expressed on the part of the small business owner because they can’t or don’t want to embrace online marketing.

This is a shame because small businesses often need and could really benefit from SEO. However where as big business can afford to experiment with SEO, small businesses really need to get it right because they don’t have big budgets.

It makes it harder for small business owners to understand SEO when the rules keep changing however. The Panda algorithm update last year sent some people into a spin because those who had keyword stuffed their website or posted industry articles that didn’t contain quality content were suddenly penalised by Google.

Another pitfall is that SEO often seems like a cheap internet marketing option, compared to PPC advertising. However, although natural search ostensibly involves no-cost tweaking of your website so that it appears higher on the internet, many small business owners do not understand how to do this.

Therefore they employ SEO agencies to do this for them and are then worried about quick results and return on investment for the money they’ve invested, often then complaining if it doesn’t bring as quick results as PPC.

It is not easy to measure ROI for SEO, as agencies can never promise to get a company to the top of Google, and so therefore many people distrust it. This often leads small businesses to claim SEO doesn’t work.

With all these negatives it can be hard to convince small businesses about the value of SEO. However, a reputable SEO agency can show small businesses that the basics don’t change and as long as their website has quality search engine optimised content and inbound links it can boost business.

Managing a small businesses search engine optimisation so that they begin to see results via more people visiting their website and converting into new customers is also a good way to convince them of SEO’s value.

So, SEO can work for small business and it is up to experienced SEO managers and agencies to convince their clients of its value through improved business results.

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Statistics and decision making in business.

Statistics and analysis tools are very useful in business; computers make data collection and analysis easy especially when large amounts of data are used.

But, and a very large ‘but’ is that they assume people know how to use them and when the data can be used.

Episodes of “The Apprentice” show how very silly decisions can be made based on asking too small a sample. Yet this happens very often in real life. There is very little statistical data to be found a set of just 5 items of data.

A useful guide to understanding most statistics is to understand the major assumptions of the commonly used tests. The ‘statistics’ provided in many reports assumes a large dataset and the ‘distribution is normal’ (and here normal is a technical words meaning there are more values nearer the centre). In everyday language this requires:

  • A large number of data points – above 30 is a good guide
  • Normal distribution – think heights of children, or weights of a product – the natural distribution you get centred on the ‘middle’ value.
  • An analysis of external factors (or one-offs) which might impact the results

So if you only have 5 bits of data more standard analysis will produce meaningless results.

And if you have ‘outliers’ in the data or data with a lot of answers right at the top or bottom of the scale, then many of the common analyses will produce silly results.

There are other statistical analyses that can be used for other types of distribution.

Weibull is often used for dealing with low probability statistics – dealing with risk scenarios where you want 99.99% or even 99.9999% reliability. With the area of search marketing any work on long tail keywords more naturally would use Weibull statistics.

The Kruskal Wallis test of variance can be used when the data is not normally distributed. Examples here are the common ‘what do you think’ (or Likert scale) tests. Other examples are sets of data with a fixed upper or lower bound. For example in PPC marketing the average position of the ad is not a normal distribution as it cannot be zero or less so an average is not really an accurate or useful figure.

The Mann Whitney U test can be used to test the difference between two set of data. This has useful applications when testing different elements on a website. Again many the commonly used t-tests are not applicable and are used incorrectly, which can lead to the wrong decisions being made. These types of tests can be formulated for quite complex problems. ExtraSearch have used the latter when deciding on PPC strategy for large complex campaigns, to determine exactly when the results of a test are significant and not chance. It is important to stop a large test at just the right time to prevent too much money being spent testing, but also knowing the results could not be down to chance.

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Have you Tried Social Shopping?

Social shopping is the latest social networking activity. Some of you might be wondering what exactly social shopping is! It is different to plain old online shopping because it doesn’t involve a solitary browse through a clothing website or placing the same old weekly online food order at the supermarket.

Social shopping is another form of social networking. It involves shopping online with a group of like minded friends. This means you never have to be left to choose that party dress or holiday on your own again, you can get your friends involved!

Online friends can comment, share and recommend purchases. One of the easiest ways to do this is through Facebook Likes. There is a function in Facebook where you can add a like button to specific items for sale on a website.

This is a great idea for a fashion website for instance. On each page with an individual item of clothing on it, there can be a Like button so that the shopper can share their favourite items with friends.

The persons Likes will then show up on their Facebook Wall and hence advertise their prospective purchases to friends, who can then comment or like the item too. This works well on fashion websites like Asos and Topshop.

If you own an online shop you too can add these Like buttons via Facebook. If you do not have a Facebook presence for your e-commerce site you can get an internet marketing manager to set this up for you, creating a Facebook Page and allowing you to publicize your products via Facebook.

If you are a consumer, there are other online stores that also offer other clever features to enhance your online shopping and make it more social. There are several websites now that let you browse items in categories and share your experience through Facebook and Twitter.

Shopsquad offers recommendations based upon your actions on the site. You can tick off items you already own and items you’d like, this stimulates recommendations and discounts from the site. You can also share your activity with friends on Facebook.

Svply is another website that works in a similar way. At Wanelo you can follow stores you like, plus post and organise your wanted products. Both of these have an option to connect with Facebook friends.

Daily Grommet has a very different USP, it lets you shop whilst supporting the causes that matter to you – for instance eco innovation. You can share and discuss your chosen item with friends on Facebook or Twitter.

Finally, Store Envy provides a marketplace for independent sellers to set up a store. You can browse this by category or market (topic). There is an option to log in through Facebook to connect with your friends.

So whether you want to visit your favourite online shop to browse and share items with friends, use one of these new type of social shopping websites, or perhaps set up social networking capabilities on your own online store – shopping online no longer means shopping alone!

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Pinteresting Your Brand

Better Homes and Gardens on Pinterest (example brand)A good marketer is always on the lookout for new and interesting ways to engage with customers online, and while the pitfall-laden world of social media fads has claimed more than a few flailing victims over the last couple of years there is a new trend emerging which is probably worth some judicious attention.

Never one to jump headfirst into social media five minute wonders, we were all a bit wary here when it came to looking at the new online pinboard site Pinterest, but the idea of a shareable online scrapbook based around image sharing warrants some interest. It seems to carry many of the most popular features of the Twitter and Facebook giants – the ability to share “cool stuff” about yourself and things you like or find online – while stripping out the notoriously tedious junk status updates and tweets which gravely keep the world informed whenever someone stubs a toe, misses a bus or otherwise moves on with everyday life.

Although the site is technically still in beta it has started to rocket in popularity and many brands have now started establishing a presence on it in order to engage with their customers. Early adopters include Whole Foods, the Today Show and Better Homes & Gardens, amongst others.

Probably the biggest plus point that Pinterest has at the moment is its leading demographic: the site’s user base is mostly female (rumoured over 70%) and under the age of 45, which is a rather juicy audience to have sitting on a platter (or a pinboard). Some brands seem to struggle with making best use of an image sharing site – what if you sell something dull or are service-based rather than being able to showcase products – but with a bit of lateral thinking there are actually multiple different angles you can take on Pinterest to make best use of the platform.

Pinterest lends itself well to more lighthearted activities – how about an image-style treasure hunt (or a seasonal Easter egg hunt) through your pinboards? You could also use the site as a research tool to evaluate consumer reactions to new products or ideas, a kind of free focus group, or just start engaging your customers by showing off their contributions; for example ask people to post their visits to your venue or show them wearing/using your products, then pick the best to showcase on your own boards and run a “buyer of the month” pin to let your customers show off a bit.

You can even use Pinterest to sell products (add a $ or £ to the pin description and the platform automatically pops a price banner onto the image for you) which is fantastic for designers, art and craft types and even tourism and real estate agents. Even more esoteric style businesses like consultancies or logistics firms can make use of the pinboards to put a personable face to their services – have your consultants make a board each and share their top articles and tips, for example – which is a lot friendlier than the text-heavy encyclopaedic content which many consultancies and business services end up with even when using more “traditional” social media.

Pictures really do paint a thousand words, so why waste oodles of space describing a product or service when you can pop up some pictures, gain a pile of brilliant backlinks and let your business create an attractive and friendly image which speaks for itself?

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The Changing Face of SEO

Search Engine Optimisation (or SEO for short) is an important way to maximise your website’s and therefore your businesses presence on the internet. Sometimes called natural or non-paid search, these days it involves a number of methods to ensure your website rises up the search engine rankings.

It used to mean using relevant keywords around your website and in third party articles. When people typed these keywords into Google, your website (or an article linking to your website) would appear in their list of searches. The higher up your website showed in the rankings due to targeted keywords, the more people would click on your site.

The SEO results were then measured by ranking reports and high performing keywords that resulted in many click throughs and conversions were used again, where as low performing keywords were paused or removed.

In 2012 however, gone are the days when SEO means using keywords and measuring results by ranking report alone. Now the success of a campaign can be boosted and analysed more successfully and in much more detail.

Ways to measure and improve SEO now include analysing link building, web analytics reports, using branded and non-branded keywords, social media, PR, measuring conversion rates and call tracking. Methods like these allow much more detailed and successful SEO management.

An SEO campaign can now even incorporate other non-internet marketing methods, so that measuring the true value of search engine optimisation – or where you website ranks in the search engines – includes both online and offline promotional tools.

For instance PR can be part of offline SEO, you can incorporate the number of mentions in the press into your results. Backlinks produced from PR efforts online can also be measured as part of optimisation.

Online, social media is now a very useful tool to boost your SEO. Facebook, Twitter and Google+ are important avenues for increasing your presence on the internet for free. Getting people to improve the search engine ranking of your website by visiting or ‘liking’ it via social media is increasingly important.

Internet marketing done via clever video content on video channels such as YouTube also draws attention to your website and can quickly spread your company name across the internet. Blog content that goes viral can also be taken into account when measuring the success of online search engine optimisation activity.

So remember that successful SEO these days isn’t just about choosing the right keywords and analysing them, there are many other ways to boost your company’s visibility online and measure how well your website is being optimised across the internet and beyond.

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Life With Your SEO Agency

If you hear something that sounds to good to be true, the chances are that it…well, is. This never holds up better than when considering SEO companies (or “link building” companies masquerading as SEO outsourcers) who promise you the world on a Google-shaped platter. It seems to be a natural habit of many people who outsource SEO to recoil when told by their agency that they need to do some work, but get overexcited when the agency sits back and tells them not to worry. So if you are outsourcing your SEO and other online marketing, when should you listen to your agency and when should you start questioning their decisions?

Listen if they tell you to make more linkable content. While SEO agencies that also offer copywriting, web design or other content provision can seem like they are upselling their other services, in fact it is incredibly important to have good, high quality content in order to build up links. Remember Google now frowns on paid link building so that means you need to provide something useful which is worthy of being linked to. This doesn’t mean you have to produce oodles of videos and complicated infographics (although if you can make sure you do, because these are excellent!), just put up some well-written and thought provoking blog posts or articles. Tie in your social media and you’ve immediately got something linkable which will get other webmasters interested.

Ask questions when your agency starts talking about automatically generated content as a way to build up links. Auto-generation should always sound some alarm bells as what it usually means is “spun” articles – this is where a single decent article is put through a software tool which turns it into multiple articles of much lower quality, which are then submitted to article directories. First, remember that since the famous Google Panda Update many article directories have been drastically lowered in value, so if submitting en masse this often produces only low quality links which have a minimal (or even negative) effect on your site. Additionally, if a real user happens across one of these trashy articles which has your name on it they are probably going to end up with a negative perception of your company, as spun articles are almost never friendly to human readers.

Listen if your agency starts talking about giving you help with your onsite optimisation. This is just as important (arguably more so) than your external links. You can spend thousands of pounds having someone build keyword anchored links into your site but if the site itself isn’t properly optimised for those keywords it is entirely wasted effort. Get your site properly optimised before you think about external link building. Your agency will be able to advise you but at the very minimum make sure you keyword optimise your title tags, meta descriptions, header text and image alt text and titles.

Ask questions and if possible run a mile when your agency offers you a “guaranteed result” within a specific timeframe. The only thing that can absolutely guarantee a search engine ranking is something like Google Adwords or similar advertising. A good SEO will have sensible goals on how to optimise your website for sensible, relevant keywords to increase traffic and encourage search engines to consider your site favourably. If anyone starts talking about a “guaranteed number 1 rank in 30 days” or something similar, they are either going to spam you to the top with tricky tactics which will damage your site in the long run…or they’ll just take your money and vanish!

By contrast, listen carefully when your SEO agency says they can’t guarantee you a top result for anything. Honesty really is the best policy, and don’t blame your SEO for slipping rankings if you insist on focusing on ridiculous keywords or content which your site is not optimised for, especially if they have already suggested that you add additional linkworthy content or take onsite optimisation measures and you have ignored them.

Ask questions when your SEO tells you they will build links with blog comments and forum posting. If the term “bulk posting” is used then ask louder. This often means the work will be outsourced to cheap freelancers or overseas agencies which almost always results in poor quality which will damage your brand image. If the offer is for a small amount of high quality posting to promote your brand authority then you’re on the right track, but anything to do with posts made purely for link building is a bad idea.

Listen when they tell you to set up Google Analytics. This measure is not just an SEO agency benefit, contrary to popular belief. It is a totally free way for you to see how your online marketing investment is paying off. Is traffic going up for those principle keywords you selected, or do you need to put more effort in?

Remember working with an SEO agency should be a partnership! Be wary of any agency that takes your money and then goes quiet while claiming to be doing “ongoing work.” At the very least you should get regular updates on activity and progress, and if your SEO isn’t willing to have even a quick catchup phonecall with you to discuss their work then it is time to start asking the most important question of all: what exactly are they doing with your money?

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QR Codes: Help or Hype?

QR codes are a bit of a craze at the moment, cropping up everywhere from billboards and flyers to magazines and coupons. We’ve had a few people making enquiries about getting QR codes implemented for their sites or just generally for their businesses, but in most cases we’ve talked them out of it for their own good, and the good of their ongoing marketing effort – QR codes appear to be a fad which is doomed to fall down as a mass marketing tool, sooner or later.

The biggest problem is that to utilise them a person has to get out a smart phone, load an app and then wait for the code to send them wherever – and many users don’t even have the capability to read the code as QR code reader applications are not native on the vast majority of smartphones, so have to be downloaded and installed in the first place.

It is actually quicker and more efficient to just give people a web address – plus a line for a web address on most print media takes up less space than a QR code, so having the code removes space which could be used for other promotional or informative content. We’ve even heard absurd suggestions from some people saying things like “but if I have the QR code I don’t need my website, email or phone number.” When you’re talking about cramming a QR code onto a very limited space such as a business card, rather than printing common sense information like your phone number, it is probably time to re-evaluate your priorities!

Consumer research into QR codes shows that a vast majority of people don’t even know what a QR code is – in fact only 36% know what they are and only a very meagre 11% of those surveyed had actually used one. Of the users, under half said they found QR codes useful and wanted to see them used more widely, and a third found them useful on selective occasions and “didn’t mind” using them. A full 20%, however, said they did not find QR codes useful, couldn’t see the advantages of them and didn’t expect to use them in the future.

Far more tellingly, 52% of respondents didn’t actually possess a mobile device that was capable of scanning in a QR code. For a general consumer audience, that means any B2C brand that relies heavily on QR codes for its marketing presence is potentially losing around half of its available customers. 15% of the surveyed consumers said that they’d never seen a QR code for a website they were interested in, and 11% were of the opinion that there are plenty of other simpler, quicker and more convenient ways to get to a website. Memorable vanity URLs, for example, are far easier, cheaper and more effective, and can also be used to convey additional marketing messages (anyone in the snack industry looking at or similar?) to draw in visitors.

All that said, however, if your main audience is the marketing-sensitive younger generation who love their gadgets and gizmos, you could probably do worse than pop a QR code discreetly onto some of your print advertising. Offer something unique to prompt a visit, like scanning the QR code to get to a money off voucher or giveaway offer, and you can build up a successful brand presence for the highly tech-savvy consumer. Above all, if you’re planning to experiment with QR codes, proceed with caution – try starting slowly, directing people to a specific page on your website which is hidden from search engines (for example) so you can easily track visits in your analytics and see just how much traffic the code is generating. As with any new marketing gimmick, don’t jump into the pool with both feet at once unless you’re willing to get very wet all of a sudden, as well as potentially breaking a leg if the premise turns out to be a little shallow for your needs.

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Keyword Management and the Negative Keyword

It is important to remember that not every keyword you choose will be effective. At least with Google Analytics you can analyse which keywords are working for you. Those that are not can be easily paused or shut down.

Negative keywords are also an important part of your PPC campaign. These are keywords that you don’t want to be used to find your ad, so they must be taken into account.

This is particularly relevant with brands. For instance if you sell trainers, but don’t stock Reebok trainers, you want to list Reebok as a negative keyword so that this doesn’t show up in search when someone looks for ‘Reebok trainers’.

After all if you do include this keyword and someone clicks on your ad, instead of buying from your site they may leave and go directly to the Reebok official site.

Therefore it is important to create a list of negative keywords as you don’t want to waste money on a click that is unlikely to convert.

There are several ways to find negative keywords. Google Instant, or the words Google predicts when you type something into search, can be harvested for use as negative keywords. After all these are the likely associations with your keyword, but some won’t be relevant and can be added to your negative keywords list.

The Keyword Tool can also be used in a similar way to find words associated with your product that you don’t sell and so they can be added to your negative keywords.

Your Search Query Report in AdWords can show exactly what people have searched under to find your ad. If some of these words aren’t that relevant to your product range you can exclude them directly from this page.

These ideas provide a simple way of managing your negative keywords to ensure that you don’t waste money unnecessarily on clicks that are unlikely to convert.

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To SEO and Beyond

We’ve already discussed the problem of bounce rate on websites and how it can affect your online success, but having people get to your site (and even stay on it) is not the end of the battle. Even if you’re ranking top in Google with veritable hoards of traffic swamping your site, that doesn’t mean an awful lot unless they start making purchases or otherwise getting in touch about your services. Conversion, in the end, is everything.

This brings us back to the concept of user experience – how people navigate and use your website, and how easy you make it for them to convert from idle visitor to eager buyer. There’s a lot to go into here but we can probably summarise into a few sensible pointers.

A wise man in the world of online marketing recently commented that you should never create a PPC advert which your site can’t cash, which is a very valid point on the relevance of your marketing to your content (and vice versa). I’d in fact take this a bit further and say that you should never create a PPC advert which can’t cause your site to potentially crash under the overwhelming amount of buyers and users which will come flooding in (although if your site is actually crashing under load you probably need to do some work on your infrastructure)!

Keep SERP presentation in mind at all times (your titles and descriptions for natural results as well as your PPC ad copy). Ideally your first on-page heading, opening paragraph of copy and first internal text link anchor should all be relevant, as should your page name in terms of the URL. Your search engine result should be showing what is on the page, not on another bit of the site you hope people will click through to. Anything less and all you’re doing is feeding up your bounce rate (he’s a hungry little scamp, that one). While there is plenty to be said for building brand awareness, when it comes to the bottom line I’d prefer to have fifty visitors who turn up and buy something than fifty thousand visitors who browse around and then leave without doing anything.

Don’t be tempted into the auto-generation trap of titles and keywords. Putting “keyword phrase” into the title isn’t much help when I’ve got dozens of pages with the same thing on the results page. Why exactly should I click on your page rather than someone else’s? The moment you appear in a search engine result, your sales pitch starts, so make sure you tailor your page copy and meta data accordingly.

Keep your navigation simple and easy to understand but don’t forget to have it lead people by the hand. Yes, it should do so gently, but it should still lead. Home, Services, Careers and About Us is generic, unhelpful and tedious. Give your visitors a clear path to a goal and make sure they can follow it without difficulty.

Get rid of PDFs! This is a cardinal sin often committed in the name of SEO and page ranking, but a sin it remains. Get that high quality copy onto the page, or failing that at least stop interrupting the user’s browsing experience. If you are committed to keeping the PDFs on your site, have them open in new tabs so they don’t barge into the front of everything else and lose the navigation and site framework for the user. Put links into your PDF which take users back to the site to continue their browsing. How about converting your PDFs into proper HTML but keeping a button on the site for downloading so that the inevitable “download and flee” crowd are still kept happy?

The same principles apply to external links, partnerships and social media. Same window external links essentially boot users off your site when clicked on – put them in a new tab or window so they don’t interrupt the experience when they are selected. Getting people to your site is no good if you then immediately direct them to leave it again.

These fixes aren’t particularly technical. You don’t need an SEO expert or even an overly skilled developer to implement them, you just need to take a step back, stop thinking like an SEO and climb back into the shoes of your real visitors. Keep that copy relevant and that bounce rate down, and make sure the visitor numbers on your site are doing something other than showing large figures in your analytics data.

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PPC For Mobile Devices and Multi-Platform Browsing

Tablet computers are on the rise. Whether you’ve opted for a gadgety iPad or a no-nonsense Asus tablet, it looks like tablet computing is here to stay. The recent proliferation of tablets is now starting to have a significant impact on the way people search, browse and shop online.

This of course means that tablet consumers are starting to have a significant impact on SEO, site design and online marketing. To reach and influence prospects using tablets and similar touchscreen devices, you need to ensure you have an understanding of when and how they use the web, and then adjust your marketing strategies to accommodate them.

Google thoughtfully released some search data by device in September 2011 which showed that the search volume on smartphones, tablets and desktop computers varies quite drastically over time of day. Tablets are now adding a new dimension to this variation and browsing habits are being altered by their size (an advantage over a smartphone screen) and portability (superior to many laptops and of course an inbuilt advantage over desktop computers).

Desktops are unsurprisingly used mostly during business hours while people are at the office or other workplace, with usage rising at around 9am and dropping quite sharply from 6pm onwards (with a slight increase around 8pm for the stalwart evening users). Smartphones, on the other hand, see increasing usage during the daytime but with big spikes during morning and evening commuting hours – one can only hope that all those users aren’t driving at the same time!

Tablet usage is another animal altogether, being largely non-existent in the morning and early afternoon, but climbing steeply in the evening. This turns out to be because tablets are overwhelmingly for personal entertainment or browsing use, rather than business. In fact one of their principle appeals seems to be as “portable screens” which replace other information or entertainment sources like books which are often associated with multitasking. According to a two week tablet interaction diary study by Google Mobile Ads, over 40% of tablet use occurs while watching television, eating, cooking, or even dressing! The study doesn’t mention bathing, going to the toilet or any other more intimate activities (fortunately) but that percentage would probably go up a bit if it did, particularly as waterproof tablet covers are becoming increasingly common!

Tablets are a little neglected over the week and tend to be used in short bursts for checking emails or social media, playing online games or viewing snippets of video on YouTube etc. On weekends, however, tablet use expands to a full-time activity; some people will watch whole films and television show episodes on their tablet devices. They are shut-ins, though – most people will leave tablets at home when they go to work in favour of a smartphone, but tablets are commonly taken as “full computer” substitutes on holidays and business trips. In fact the research shows that a lot of users will take their browsing experience across multiple devices before making a purchase decision; for example someone might search for a brand during the morning commute on their smartphone, browse the website on a desktop computer during their lunch hour and then go on to actually make a purchase on their tablet while sitting on the couch in the evening.

This clearly has implications for search marketing as all your potential customers must be seeing your ads and search engine results pages on tablets as well as desktops and smartphones. Google’s default AdWords campaign settings show ads on all three devices, but really if you are seeing significant traffic from different device users you ought to be creating PPC campaigns which are separated by device type.

Well why do that? Easy: your site landing pages will look different depending on the device. Everyone has just about got the idea of mobile sites which are optimised for viewing on smartphones, but now a new touch-friendly era of web design is just starting to find its feet. Your ads might be displayed to be too attractive (or not attractive enough) to mobile device users and bring the wrong sort of traffic to the page, which will skyrocket your bounce rate, so it is very useful to be able to tweak campaign settings for each traffic stream on its own.

This approach also lets your PPC manager carefully tweak your keyword bidding by device in order to obtain maximum ROI. If a conversion value is £x, you need your cost per conversion to be less than this to make any money but bids per device can vary – so a bid on a desktop computer might be <£x, which is fine, while a bid on a phone or tablet could be >£x, which of course is a problem even if it is driving traffic!

Try to visualise what your prospective customer is doing in the few minutes up to the point at which they have started searching. Are they sitting at a computer screen while waiting for World of Warcraft to load up (or snatching a quick search during their work lunch hour)? Are they sitting on a crowded train on their way to or from the office? Or are they reclining happily on a couch and watching MasterChef and debating the merits of a takeaway dinner?

A good PPC manager matches the ads to the people most likely to be viewing them in order to optimise conversions, so if you’re having trouble getting into the heads of those multi-platform search prospects then give eXtraSearch a call today and see how we can help you embrace the growing multi-device revolution to benefit your business.

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