[blog]_[ ppc talks]_[Blog Pictures]

PPC Talks – Head Of Paid Social Anna’s Talk With The Go! Network

by Cedarwood Digital News

On the 30th of January, our Head of Paid Media & Operations, Anna Simpson, spoke at a virtual workshop about challenging the biggest PPC myths and unlocking smarter strategies for PPC success, courtesy of The Go! Network. 

Anna’s talking points included: 

  • Why do some brands believe they can manage PPC without external expertise, and what’s the reality? 
  • What’s the best approach to aligning PPC efforts with overall business goals?
  • How do you determine the right budget for PPC campaigns, especially for smaller businesses?
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If you fancy a listen to these expert insights, practical takeaways, and real-world case studies, check out the workshop here. 

Also, if you are interested in any other Cedarwood news or marketing tips, check out our blog page here and have a read!

[blog]_[Director Amanda On The Main Stage At Brighton SEO]_[Blog Picture]

Director Amanda On The Main Stage At Brighton SEO

by Cedarwood Digital NewsDigital PR & Outreach tipsLink BuildingPaid SearchPaid SocialSEO

Having attended Brighton SEO for over a decade now, I can safely say that it’s one of the best, if not the best SEO conference in the world, so I was absolutely delighted when asked to speak on the main stage this year covering the topic “SEO For YMYL Websites”

For those of you that don’t know what YMYL is, it stands for “Your Money Your Life” and it’s a term that was coined by Google to cover websites that can have an impact on someone’s money or life. At Cedarwood, we specialise in working with companies like this and with years of experience building links in particularly tricky industries i.e. gaming, vaping, medical, legal so it was great to be able to share some knowledge about this with the community.

So what were some of the key takeaways from the talk?

  • User intent is key – matching user intent plays a huge role in the YMYL space and it’s really important that we are keeping this in mind. This ties in really well with the idea of creating a “satisfying amount of content” – that is the right amount of content for a user, not a certain number of words, to answer the questions/queries they might have and allow them to make an informed decision
  • Reputation is important –  in particular your external reputation. Google yourself – see what people are saying about you and make sure that you work to build your reputation with effective Digital PR – this will go a long way to helping what people have to say about you and also what Google are seeing being said about you
  • Showcase your trust signals – whether it’s through industry accreditations or simply by telling people why they should trust you, showcasing this on your website and on external websites plays an important role on building those all important E-E-A-T signals
  • And on the topic of E-E-A-T, making sure that it shines through in everything that you do. Google have openly stated that for YMYL websites they place a heavier weight on E-E-A-T signals so it’s important that those are showcased at every opportunity
  • Finally, making sure that the look and feel of your content matches the expertise of it – there’s no point having great content only for it to look “amateurish” – take time to consider the way content is displayed and that it matches the expertise you are showcasing.

I had a great time in Brighton, got to meet some fantastic people and hear from some thought leaders across the industry.

You can find a link to my full slide deck here: https://www.slideshare.net/slideshow/amanda-walls-brighton-seo-seo-for-ymyl-websites-9pptx/267570020

Until October!

[blog] [northern digital awards] [blog picture]

Cedarwood Take Home 4 Northern Digital Awards!

by Cedarwood Digital NewsDigital PR & Outreach tipsSEO

We’re delighted to share our success at the Northern Digital Awards last week! 

We attended the awards ceremony here in Manchester on Thursday and were awarded: 

🏅Search Agency Of The Year

🏅Best SEO Campaign (Patient Claim Line)

🏅Best Digital Marketing Campaign – B2C (Little Loans)

🏅Best Digital Marketing Campaign – Finance (Cash Lady)

We are so pleased with this outcome, especially given the tough competition from a host of esteemed agencies. It’s really exciting to see our hard work this year recognised through such respected awards.

Here’s what the judges had to say:

Thank you to our clients for another successful year, and a huge well done to the team for their efforts! 

[blog]_[[blog]_[Director Amanda On The Main Stage At Brighton SEO]_[Blog Picture]]_[Blog Picture]

PPC Landing Page Best Practices: Tips for Better Conversion Rates

by Paid Search

With PPC (Pay-Per-Click) advertising, every click carries a cost. It is imperative to convert those hard-earned visitors into customers to maximise the return on investment (ROI) of your ad spend. In this blog post, we will explore essential strategies for conversion rate optimisation (CRO) in the context of PPC advertising. We will cover overall optimisation techniques, desktop-specific tactics, and mobile-specific approaches. By implementing these recommendations, you can enhance user experience, increase trust, and amplify the impact of your PPC campaigns.

 

Overall Optimisation:

💡Ease of Navigation: Simplify your website’s navigation structure and ensure that visitors can easily find what they’re looking for without having to click through to different pages and get lost in the website.

 

💡Streamlined Conversion Funnel: Optimise the conversion process by reducing friction and eliminating unnecessary steps. Make it easy for visitors to convert by simplifying forms, minimising data entry requirements, and providing clear instructions.

 

💡Trust Signals from Third-Party Reviewers: Incorporate testimonials, ratings, and reviews from reputable third-party sources. Positive feedback and social proof enhance trust in your brand, ultimately influencing purchase decisions.

 

💡Unique Selling Propositions (USPs): Clearly communicate your company’s unique value propositions to visitors. Highlight what sets your business apart from the competition and why customers should choose your products or services.

 

💡Address Pain Points: Identify common pain points or challenges faced by your target audience and emphasise how your offerings provide effective solutions. Focus on addressing customer needs to increase the likelihood of conversion.

 

💡Landing Page Relevance: Ensure your landing pages directly related to the keywords and messaging used in your PPC ads. Consistency between your ad and landing page creates a seamless user experience, increasing the likelihood of conversion. Users should find what they expect to see, fostering trust and minimising bounce rates. 

 

💡Speed and Performance: Mobile users expect fast-loading pages. Optimise your mobile landing pages to load quickly, keeping visitors engaged and reducing the chances of abandonment.

 

Desktop Optimisation:

💻Design-Driven Content: Desktop users often desire more comprehensive information before making a purchasing decision. Create visually appealing landing pages that incorporate detailed content, including product features, benefits, and customer testimonials.

 

💻Clear CTAs: Use visually appealing, attention-grabbing Call-to-Action (CTA) buttons that stand out from the surrounding content. Ensure that they are strategically placed to drive conversions and guide users towards desired actions.

 

💻A/B Testing: Continuously test different elements, such as headlines, images, colours, and CTAs, on your desktop landing pages. This iterative approach helps identify the most effective combinations that yield the highest conversion rates.

 

Mobile Optimisation:

📱Responsive Design: Ensure your landing pages are fully optimised for mobile devices, providing a seamless browsing experience. Responsive design guarantees that your PPC ads drive mobile users to mobile-friendly landing pages, reducing friction and improving conversion rates.

 

📱Thumb-Friendly CTAs: Optimise mobile CTAs by aligning them with users’ natural thumb placement. Placing important buttons within easy reach improves user experience and encourages conversions.

 

📱Visible Contact Information: Make sure that essential information like phone numbers and contact details are clearly visible on mobile devices. This enables users to quickly reach out and establishes trust and accessibility.

 

📱Minimise Scrolling and Text: Mobile users have limited screen space and attention spans. Reduce the amount of scrolling required and keep the text concise, ensuring key information and CTAs are visible without excessive scrolling.

 

📱Prominent CTAs: Place CTAs near the top of the mobile screen to capture users’ attention without the need for excessive scrolling. Make them highly visible and intuitive for quick and effortless conversions.

 

Conclusion:

PPC advertising requires a strategic approach to ensure that your investment translates into tangible business results. Conversion rate optimisation is an ongoing process that requires continuous monitoring, testing, and refinement. By implementing these conversion rate optimisation strategies, you can increase the effectiveness of your PPC campaigns, boost user engagement, and ultimately improve ROI. Remember to tailor your optimisations to both desktop and mobile users, leveraging the unique advantages and challenges each platform presents. Stay proactive, continuously monitor performance, and refine your campaigns based on user behaviour to unlock the full potential of your PPC advertising efforts.

[blog]_[ Challenging Digital KPI Metrics in PPC Advertising: Moving Beyond Vanity Metrics]_[Blog Pictures]

Challenging Digital KPI Metrics in PPC Advertising: Moving Beyond Vanity Metrics

by Paid Search

In PPC, it’s easy to get swept up in the numbers that look good in a dashboard but don’t actually mean much for the business. You might see a jump in leads or form fills, but when you check in with the sales team, nothing’s really changed. That’s because some KPIs sound impressive on the surface but don’t link to revenue in a meaningful way.

Here are a couple of the usual suspects, and how I talk about them with clients.

Where Vanity Metrics Fall Short

More Doesn’t Always Mean Better

A high number of leads might look positive, but if most of those people were never likely to buy, it’s just noise. Sales teams end up wasting time chasing poor-fit prospects, and marketing spend is spread thin with little to show for it. Quality matters far more than volume.

Not All Interest Is Equal

Not every form completion carries the same weight. Someone downloading a free guide isn’t in the same position as someone booking a demo or requesting a quote. Treating them as equal “leads” only gives you misleading data and skews your campaigns.

How To Approach This With Clients

Be Clear About the Limitations

When working with clients, it is crucial to educate them about the limitations of vanity metrics and the importance of focusing on metrics that align with the business’s bottom line. Explain that not all leads are created equal and emphasise the need to assess the quality and conversion potential of leads to drive actual revenue. 

Focus on Sales-Qualified Leads

Instead of fixating on increasing the overall number of leads, shift the emphasis to identifying and nurturing sales-qualified leads (SQLs). An SQL is a lead that has been vetted and determined to have a higher likelihood of converting into a paying customer/client. By focusing on increasing the percentage of SQLs within the lead pool, businesses can drive more effective marketing campaigns and maximise their return on investment (ROI).

Think Cost-Effectiveness, Not Just Volume

Highlight the cost-effectiveness of focusing on increasing the percentage of SQLs instead of simply aiming for higher lead numbers. Share examples to demonstrate how an increase in SQLs from, say, 20% to 40%, can result in a higher conversion rate and a more significant impact on the bottom line. This approach ensures that marketing efforts are optimised to generate revenue, rather than being diluted by a high volume of unqualified leads which can overload the internal teams. This becomes even more important when growing an account – as costs increase you want to ensure that the budget is being spent as effectively as possible to drive the best ROI. 

Why This Benefits Both Client & Agency

  • Agencies stand out by focusing on results that actually matter.

  • Clients value the honesty and know you’re not just padding out reports.

  • Conversations are more productive when both sides are looking at the same goals.

  • Stronger results naturally lead to longer-term working relationships.

Metrics like total leads and form completions aren’t completely irrelevant, but on their own they don’t tell you very much. The real test of PPC is whether those leads are qualified and likely to become customers. That’s what drives growth, and that’s where marketing proves its value.

At the end of the day, it isn’t about how many leads you can show in a spreadsheet. It’s about whether those leads are actually helping the business grow.

Remember, in digital marketing, true success lies not in the number of leads generated but in the quality of leads and their conversion potential.

[blog]_[Maximising ROI: Importing Phone Call Vetted Leads into Google Ads]_[Blog Picture]

Maximising ROI: Importing Phone Call Vetted Leads into Google Ads

by Paid Search

In the digital age, businesses rely on various online marketing channels to generate leads and drive conversions. However, for certain industries, phone calls remain a vital source of qualified leads. To ensure a holistic view of lead generation and optimise marketing efforts, it’s crucial to import your qualified phone call leads back into Google Ads to enable you to track truly valuable leads. In this blog post, we will explore the benefits of this approach and outline the steps to successfully import phone call vetted leads into Google Ads.

Benefits of Importing Phone Call Vetted Leads:

⚡Comprehensive Lead Tracking: Importing phone calls of leads that turned out to be qualified back into Google Ads allows you to consolidate your lead tracking efforts. By capturing and analysing both online and offline conversions, you gain a more comprehensive view of your marketing campaign’s effectiveness.

⚡Enhanced Conversion Attribution: Phone call conversions often represent high-value engagements. Importing these leads into Google Ads helps attribute conversions accurately, giving you insights into the true impact of your ad spend and optimising your return on investment (ROI).

⚡Refining Targeting and Optimisation: Incorporating phone call data enables you to identify patterns and trends related to high-converting leads. You can leverage this information to refine your audience targeting, ad messaging, and bidding strategies, leading to more effective campaigns.

⚡Closed-Loop Reporting: You can bridge the gap between offline and online activities, enabling closed-loop reporting. This allows you to assess the entire customer journey, from the initial ad impression to the phone call conversion, gaining valuable insights into your marketing funnel.

Steps to Import Phone Call Vetted Leads into Google Ads:

➡️Step 1: Set Up Conversion Tracking:

Ensure that you have conversion tracking set up in your Google Ads account. Create a conversion action specifically for phone call leads.

➡️Step 2: Track Phone Call Conversions:

Use call tracking software or a call analytics platform to track and record phone call conversions. Assign a unique phone number to each marketing campaign or channel to accurately attribute leads as well as record the GCLID.

➡️Step 3: Define Conversion Parameters:

Identify the parameters that determine a qualified phone call lead for your business. This could include call duration, intention to proceed or other relevant criteria.

➡️Step 4: Export Call Data:

Export the call data from your call tracking software or call analytics platform in a compatible format, such as a CSV file.

➡️Step 5: Prepare Import File:

Format the exported call data into a CSV file that aligns with Google Ads’ import requirements. Make sure to include required fields such as the GCLID and the date and time of the phone call, to allow Google to map this back to specific campaigns.

➡️Step 6: Import Call Data into Google Ads:

Access the Google Ads interface and navigate to Goals in the side bar menu. Under Conversions > Summary, click on the “Create conversion action” button to create a new conversion. Under your selected conversion category, click on “Add conversion actions” and select “Calls via uploads”.  Now navigate to Conversions > Uploads, click the “+” button and upload the CSV file containing your call data.

➡️Step 7: Map Data Fields:

Map the fields in your CSV file to the appropriate conversion tracking fields in Google Ads. Ensure accurate data mapping to facilitate seamless integration and reporting.

➡️Step 8: Verify and Save:

Review the imported call data to ensure accuracy. Save the settings, and Google Ads will begin attributing imported phone call leads to your campaigns.

Conclusion 

Importing phone call vetted leads into the Google Ads interface provides invaluable insights into the effectiveness of your marketing campaigns. By consolidating online and offline conversions, you gain a comprehensive view of lead generation and can optimise your advertising efforts accordingly. Follow the outlined steps to seamlessly import phone call leads into Google Ads, enabling more accurate conversion tracking, refined targeting, and closed-loop reporting. Embrace this holistic approach to maximise your ROI and make data-driven decisions that drive business growth.